The latest media companies looking to secure the rights to live sports are also looking to market the sports play to viewers.
QVC, a channel and streaming service operator focused on live shopping, has entered into a deal with USA Pickleball for the rights to stream tournaments year-round, as well as the USA Pickleball Nationals held each November. They signed a wide-ranging deal that included the rights to stream the tournament.
QVC plans to stream pickleball games live on its QVC+ and HSN+ streaming services, and the company will have a large presence at this year’s Nationals in Mesa, Arizona next month.
Of course, the company will be selling pickleball to viewers. Quite literally. QVC plans a variety of “curated shoppable entertainment” centered around the game, including behind-the-scenes programming and content, and featuring sports equipment, athletic apparel, and accessories such as water bottles and smartwatches. We have created a pickleball shopping collection. Other products are also available.
Why pickleball? Aside from the obvious fact that the rights were available, QVC points out that it leans toward programs specifically aimed at women over 50…a demographic that overlaps nicely with pickleball’s recreational appeal. I am.
“At QVC, we are proud to announce that our Q50 Ambassadors are at the forefront of changing the way the retail and entertainment worlds view empowered and capable women over 50, celebrating the next chapter of their lives as an era of possibility. (pickleball champion) Jennifer Dawson,” said Annette Dunleavy, vice president of brand marketing at QVC. “We always want to support women over 50, and pickleball is quickly becoming one of the most popular sports among this age group.”
Meanwhile, USA Pickleball is increasing its national profile with a special focus on potential groups to compete, and CEO Mike Neely said the deal will help “build a vibrant future for the sport.” He declared that he meant it.
“Streaming the 2024 USA Pickleball BioFreeze National Championship on the QVC+ and HSN+ streaming experience is an opportunity to showcase our members’ incredible talent and bring the excitement of pickleball to the world stage. ” he added.