QVC Online Shopping Platform Enters Live-Sports Streaming With Pickleball – Media Play News

Erik Gruenwedel

October 3, 2024

The QVC home shopping network is partnering with USA Pickleball on a multi-year partnership to become the sport’s exclusive retail industry partner and exclusive broadcast partner during select USA Pickleball Golden Ticket Tournaments throughout the year and the Nationals held each November.

Pickleball has been dubbed the fastest-growing sport in the United States for three consecutive years, with more than 36 million active players, including more than 5 million women over the age of 45 playing the sport.

The free ad-supported QVC+ and HSN+ streaming apps offer users curated shoppable entertainment, including behind-the-scenes content and livestream coverage of the 2024 Biofreeze USA Pickleball National Championships Nov. 9-17, at Arizona Athletic Grounds in Mesa, Ariz.

QVC will have on-site activities including program hosts, products and more to engage with spectators at the annual event. The platform has also curated a new pickleball shopping page, “On the Court,” featuring official USA Pickleball approved products.

The partnership underscores QVC’s mission to champion women over 50 to have the confidence to try new things — most recently with the launch of “Quintessential 50” (Q50), featuring successful, inspiring women over the age of 50.

One Q50 Ambassador, Jennifer Dawson, became the world’s first-ever Triple Crown professional pickleball champion after retiring from a 30-year career as a tennis pro and coach.

“We’re always looking to support women 50 plus, and pickleball is quickly becoming one of the most played sports among this age group,” Annette Dunleavy, VP of brand marketing at QVC, said in a statement.

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