QVC Partners with USA Pickleball for Exclusive Broadcast Rights #

QVC, the home shopping network giant, has entered into a multiyear partnership with USA Pickleball, securing exclusive broadcast rights for the sport on its platforms. This deal marks a significant move for both QVC and the rapidly growing sport of pickleball.

The partnership will kick off with the coverage of the 2024 Biofreeze USA Pickleball National Championships in November. These matches will be streamed on QVC’s free streaming platform, QVC+/HSN+.

QVC plans to integrate its shopping experience with live pickleball matchups, creating a unique blend of sports and retail. As part of the agreement, QVC will also become the exclusive retail industry partner for USA Pickleball.

This move aligns with the media industry’s growing interest in live sports, which consistently attract large audiences across both traditional TV and streaming platforms.

QVC’s decision to focus on pickleball is strategic and tied to its new brand platform, ‘Age of Possibility,’ which targets women over 50. Pickleball’s popularity among this demographic made it an attractive option for QVC.

The sport has seen explosive growth in the United States, with over 5 million women above the age of 45 actively participating. Pickleball courts are becoming increasingly common in major U.S. cities, and the sport has been securing significant media rights deals.

As QVC expands its streaming platform, it has been experimenting with various live shows and events. The addition of pickleball broadcasts is seen as a natural progression in this strategy, leveraging the appeal of live sports content.

This partnership between QVC and USA Pickleball represents a unique convergence of retail, sports, and media, potentially setting a new trend in the evolving landscape of streaming content and audience engagement.