QVC to add USA Pickleball to its at-home shopping experience

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QVC to add USA Pickleball to its at-home shopping experience

Thomas Wilson prepares to shoot a shot from Ross Whittaker and Christopher Haworth during the first round of Pro Mens Doubles at the 2023 BioFreeze USA Pickleball National Championships held at Brookhaven Country Club on November 8, 2023 in Dallas, Texas.

Bruce Yeung | Getty Images Sports | Getty Images

QVCowner of television and streaming home shopping networks, has signed an agreement with USA Pickleball to bring the sport to its platforms.

In a multi-year partnership, QVC has acquired the exclusive broadcast rights to USA Pickleball, the sport’s national governing body. The deal begins with the 2024 Biofreeze USA Pickleball National Championships in November, which will be featured on QVC’s free streaming platform, QVC+/HSN+.

QVC, a subsidiary of John Malone Detail quotationwill mix the shopping experience with live matches. As part of the partnership, QVC will also be the exclusive retail partner of USA Pickleball.

This agreement demonstrates the continuity of the media industry gravitation to live sports, which attract some of the largest audiences on both traditional television and streaming.

In the case of QVC, the choice to use pickleball was intentional.

Earlier this year, QVC launched a new brand platform called “Age of Possibility,” aimed at women over 50, said Annette Dunleavy, QVC’s vice president of brand marketing.

“Pickleball is the fastest growing sport in America and it really resonates with this population,” Dunleavy said. “We thought what were the perfect two partners to bring together. We wanted to partner with them to bring the sport to life in a different and unique way for our audience.”

Pickleball has been booming in the United States and is considered the fastest growing sport in the country. More than 5 million women over the age of 45 actively play the sport, according to QVC and USA Pickleball.

Pickleball courts have been arise in major cities in the United States. At the same time, the sport has signed major media rights deals, such as the partnership from the Professional Pickleball Association tour and The Tennis Channel.

As QVC expands its streaming platform, it experiments with live shows and events, including its series “The Ultimate Gift Wrapping Challenge” and actress Busy Philipps’ late-night talk show, “Busy This Week “.

“When you look at these examples of relevant and very successful media, they are live sports,” said Stacie Tedesco, vice president of streaming at Qurate Retail Group. “It really was the perfect next place to go.”

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