QVC, USA Pickleball launch partnership
QVC has entered a new partnership to promote a fast-growing sport — and is getting into the live sports business in the process.
The home shopping giant has launched a multi-year partnership with USA Pickleball, the national governing body of the sport. The deal will make QVC the exclusive retail industry partner and exclusive broadcast partner of USA Pickleball, including during select USA Pickleball Golden Ticket Tournaments throughout the year and Nationals held each November.
The QVC+ and HSN+ Streaming Experience will offer viewers exclusive live stream coverage of the 2024 Biofreeze USA Pickleball National Championships on Nov. 9-17 at Arizona Athletic Grounds in Mesa, Ariz. At the event. QVC will have on-site activities including program hosts, products and more to engage with spectators. QVC has also launched a new pickleball shopping page, On the Court, which includes official USA Pickleball products.
Pickleball has been named the fastest-growing sport in the United States for three consecutive years, with over 5 million women 45+ actively playing pickleball. QVC says the partnership with USA Pickleball reinforces its mission to “champion women over 50 to live their best lives and have the confidence to try new things,” and coincides with its recent brand ambassador program Quintessential 50 (Q50), which is a collective of “successful, inspiring women 50+ who exemplify the possibilities that this time of life offers women.”
"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 along with our Q50 Ambassadors," said Annette Dunleavy, VP of brand marketing at QVC and a Q50 Ambassador. "We're always looking to support women 50+, and pickleball is quickly becoming one of the most played sports among this age group."
Viewers can behind-the-scenes content and the 2024 Biofreeze USA Pickleball National Championships by downloading the QVC+ and HSN+ TV streaming app to their favorite Smart TVs and streaming devices for free, or watch online at QVCPlus.com.
"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, vice chairman of the USA Pickleball Board. "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."
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Based in West Chester, Pa., and founded in 1986, QVC has retail operations in the U.S., the U.K., Germany, Japan and Italy. Worldwide, QVC reaches more than 200 million homes via 13 TV channels.
