QVC Partners with USA Pickleball for Live Sports Streaming and Shopping Experience
QVC, known for its home-shopping network, is making a bold move into the world of live sports through a multiyear partnership with USA Pickleball. This partnership will bring streaming matches and shopping experiences to QVC’s channels, allowing fans to watch the sport while shopping for related gear at the same time.
Pickleball, one of the fastest-growing sports in the U.S., has seen a surge in popularity over the past few years. With more than 5 million women aged 45 and older actively playing the game, QVC saw an opportunity to engage its core audience of women over 50 while also expanding into new territory.
The partnership kicks off with USA Pickleball’s Golden Ticket Tournaments, leading up to the 2024 Biofreeze USA Pickleball National Championships in November. QVC will air the Nationals on its TV network and streaming service, providing viewers with behind-the-scenes content and on-site activities with program hosts.
In addition to streaming matches, QVC has introduced a dedicated shopping page called “On the Court,” featuring pickleball gear approved by USA Pickleball. This move aligns with QVC’s new “Age of Possibility” campaign, which celebrates the active lifestyles of women over 50 and highlights influential women like Christina Applegate and Queen Latifah.
Overall, this partnership between QVC and USA Pickleball represents a strategic move for QVC to tap into the growing popularity of pickleball while engaging its core audience and expanding its reach into the world of live sports.
