**Streaming Giant QVC Scores Big with Exclusive Pickleball Partnership**
In a groundbreaking move, QVC, the renowned home shopping network, has inked a multi-year deal with USA Pickleball, securing exclusive broadcast rights to the rapidly growing sport. This partnership marks a significant milestone in QVC’s expansion into live sports, capitalizing on the massive appeal of pickleball among women over 50.
As part of the agreement, QVC will air the 2024 Biofreeze USA Pickleball National Championships on its free streaming platform, QVC+/HSN+, blending shopping experiences with live matchups. The deal also names QVC as the exclusive retail industry partner of USA Pickleball, further solidifying its presence in the sports world.
Pickleball’s explosive growth in the US, with over 5 million women aged 45+ actively playing, made it an attractive choice for QVC. The sport’s popularity aligns perfectly with QVC’s new brand platform, “Age of Possibility,” targeting women in this demographic.
“We saw an opportunity to bring pickleball to life in a unique way for our audience,” said Annette Dunleavy, QVC’s VP of brand marketing. “Partnering with USA Pickleball allows us to tap into the excitement and energy of this fast-growing sport.”
QVC’s foray into live sports is a strategic move, as the media industry continues to shift towards live events that draw massive audiences. With pickleball’s rising popularity and QVC’s growing streaming platform, this partnership is poised to be a game-changer for both parties.
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