QVC Becomes Exclusive Broadcaster for USA Pickleball

QVC has entered a multi-year partnership to become the exclusive broadcaster and retail partner for USA Pickleball, starting with the 2024 Biofreeze USA Pickleball National Championships in November. This strategic move aims to attract a new audience, particularly women over 50, aligning with QVC's recent brand initiative 'Age of Possibility.' With over 5 million women aged 45 and above participating in the sport, QVC plans to engage viewers through live streaming on its QVC+ and HSN+ platforms, along with a dedicated pickleball shopping page. The partnership will also include on-site activities at events, showcasing products approved by USA Pickleball. Annette Dunleavy, QVC's VP of Brand Marketing, highlighted pickleball's rapid growth and its appeal to their target demographic. This collaboration reflects the ongoing trend of media companies integrating live sports to enhance viewer engagement.