QVC to Add USA Pickleball to Its Home Shopping Experience

QVC has signed a multiyear deal with USA Pickleball to become the exclusive broadcaster and retail industry partner for the sport. Starting with the 2024 Biofreeze USA Pickleball National Championships in November, QVC will stream live pickleball events on its platform, QVC+/HSN+. This partnership aligns with QVC’s strategy to engage its audience, particularly women over 50, a demographic that has significantly embraced pickleball. According to Annette Dunleavy, QVC’s vice president of brand marketing, pickleball is not only the fastest-growing sport in the U.S. but also resonates deeply with their core audience, making the partnership a natural fit.

In addition to broadcasting live games, QVC aims to enhance the home shopping experience by promoting pickleball equipment and accessories, further blending retail and live sports. This move reflects a broader trend within the media industry, where live sports are increasingly becoming a vital component of streaming services, attracting large audiences. As QVC continues to experiment with live shows and events, pickleball serves as the next strategic step in their programming expansion.

While this partnership makes pickleball equipment more accessible, the Crenshaw Pickleball Club always recommends play testing paddles through demo programs and reading independent reviews before purchasing.