QVC reported that it reached an agreement to become the exclusive retail partner and broadcaster of USA Pickleball, the sport’s national governing body. Through the agreement, the home shopping network gains exclusive broadcast rights to select USA Pickleball Golden Ticket Tournaments during the year and the Biofreeze USA Pickleball National Championships held in November.

As the first free streaming service to mix live sports and commerce, QVC+ and HSN+ will also feature behind-the-scenes content, on-site program hosting and products and a new online pickleball shopping storefront—On the Court—including official USA Pickleball-approved products.

QVC said, “Pickleball has been named the fastest-growing sport in the U.S. for three consecutive years, with over 5 million women over 45 actively playing pickleball.” As such, the partnership aligns with the launch of QVC’s brand platform earlier this year—Age of Possibility—which celebrates women over 50 and their accomplishments. it also encourages the demographic to “live their best lives and have the confidence to try new things.”

Annette Dunleavy, VP of Brand Marketing, QVC, and a Q50 ambassador, said, “We’re always looking to support women 50+, and pickleball is quickly becoming one of the most played sports among this age group.”

“We are thrilled to announce a landmark partnership between QVC and USA Pickleball, which paved the way for a vibrant future for the sport,” said Mike Nealy, CEO of USA Pickleball. “Having our 2024 USA Pickleball Biofreeze National Championships streamed on the QVC+ and HSN+ streaming experience is an opportunity to showcase the incredible talent of our members and bring the excitement of pickleball to the global stage.”

“As Vice Chairman of USA Pickleball, I want to emphasize the invaluable role of our QVC partnership in fostering global passion for the game,” said Suzanne Guerin. “Just as our pickleball ambassadors throughout the country inspire players of all ages to embrace the sport, the QVC brand serves as an honorary ambassador, spreading the excitement of pickleball to an even wider audience.”

Image courtesy QVC