A new kind of content will soon be arriving on home-shopping networks QVC and HSN — live pickleball tournaments.
In addition to signing on as the exclusive retail industry partner of USA Pickleball, QVC also will be the organization’s exclusive broadcast partner, with plans to stream select USA Pickleball Golden Ticket tournaments and league Nationals across its shopping entertainment platforms.
USA Pickleball is the national governing body of the sport, a nonprofit dedicated to growing pickleball internationally. Through a first-of-its-kind combination of live sports content and commerce, the QVC+ and HSN+ streaming services will offer viewers curated shoppable entertainment, including behind-the-scenes content and exclusive livestream coverage of various pickleball events. QVC also has curated a new pickleball shopping page featuring official USA Pickleball-approved products.
Pickleball has been the fastest-growing sport in the U.S. for three consecutive years, and with more than 5 million women ages 45+ actively playing, the partnership fits seamlessly into QVC’s new Age of Possibility initiative to champion women over age 50 to live their best lives and try new things.
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“At QVC, we’re leading the way in changing how retail and entertainment see women over 50, empowered and full of possibility, and celebrating this next chapter in their lives as the ‘Age of Possibility,’” said Annette Dunleavy, VP of Brand Marketing at QVC in a statement. “We’re always looking to support women 50+, and pickleball is quickly becoming one of the most-played sports among this age group.”
Viewers will get their first chance to check out the partnership (beyond the curated shopping page, which is already live) when the 2024 Biofreeze USA Pickleball National Championships are streamed live on QVC+ and HSN+ Nov. 9 to 17, 2024. During the event, in Mesa, Ariz., QVC also will be on the ground with activities including visits by program hosts, products and more to engage with spectators at the annual event.
“We are thrilled to announce a landmark partnership between QVC and USA Pickleball which paves the way for a vibrant future for the sport,” said Mike Nealy, CEO of USA Pickleball in a statement. “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.”
