ITC Foods Partners with All India Pickleball Association to Promote Sport in India
ITC Foods, one of India’s leading FMCG companies, has made a bold move by entering into a five-year partnership with the All India Pickleball Association (AIPA) to promote the sport of pickleball in the country. This collaboration comes at a crucial time as India gears up to host the World Pickleball Championship (WPC) for the first time.
The partnership will see ITC Foods’ popular snacking brand Bingo! prominently featured on the Indian team’s jersey, showcasing their support for the sport. In addition to this, Bingo! will be organizing college tournaments across 23 states, introducing pickleball to thousands of students and nurturing the next generation of athletes.
Suresh Chand, VP and head of Marketing – Snacks, Noodles, and Pasta at ITC Foods, expressed his excitement about the partnership, stating, “We’ve always believed that innovation and sports go hand in hand. This partnership with AIPA is a proud moment for us as we work together to create a strong foundation for pickleball in India.”
Pickleball, one of the fastest-growing sports globally, has seen a significant rise in popularity in India, with a 275% growth in active players over the past three years. With this partnership, AIPA aims to make pickleball accessible to all, from college students to budding professionals, and position India as a significant force in the global pickleball community.
Arvind Prabhoo, president of AIPA, highlighted the potential impact of the collaboration, stating, “With Bingo!’s vibrant brand presence and reach, we’re confident that this collaboration will elevate pickleball to new heights and establish India as a key player in the global pickleball landscape.”
The partnership will also see Bingo!’s brand identity integrated into the sport, with the traditional “Love All” start of pickleball matches being rebranded as “Boing All,” reflecting the brand’s unique and lively spirit. Vinit Karnik, managing director – Content, Entertainment & Sports at GroupM South Asia, praised the partnership as a significant step in supporting pickleball’s growth in India.
Overall, this partnership between ITC Foods and AIPA is set to bring a new wave of excitement and enthusiasm to the sport of pickleball in India, paving the way for a bright future for the sport in the country.
