QVC Secures Live Sports Rights and Promotes Pickleball with USA Pickleball Deal
QVC, the live shopping-focused operator of channels and streaming services, has made a groundbreaking deal with USA Pickleball that not only includes streaming rights to tournaments but also a push to sell viewers on playing the sport.
The agreement allows QVC to stream live pickleball matches on their QVC+ and HSN+ streaming services, with a special focus on the upcoming USA Pickleball Nationals tournament in Mesa, Arizona. In addition to broadcasting the matches, QVC will also offer a range of “curated shoppable entertainment” around the sport, including behind-the-scenes programming and a pickleball shopping collection featuring equipment, apparel, and accessories.
The decision to focus on pickleball comes as QVC aims to cater to women over 50, a demographic that aligns well with the sport’s recreational appeal. Annette Dunleavy, VP of brand marketing for QVC, highlighted the company’s commitment to supporting women in this age group and noted that pickleball is quickly becoming one of the most popular sports among them.
USA Pickleball stands to benefit from the deal as well, gaining national exposure and the opportunity to showcase the talent of its members on a global stage. CEO Mike Nealy expressed excitement about the partnership, stating that it signifies a vibrant future for the sport.
With this innovative collaboration between a media company and a sports organization, pickleball is set to reach new heights in popularity and engagement. Stay tuned for the exciting matches and exclusive content coming your way on QVC’s streaming services.
