QVC to enhance its home shopping experience with USA Pickleball.

• The home shopping network owner, QVC, is now the exclusive broadcaster of USA Pickleball as it aims to explore sports and enhance its streaming platform.
• USA Pickleball has named QVC as its exclusive retail industry partner for a multiyear partnership.
• The 2024 Biofreeze USA Pickleball National Championships will be exclusively streamed on QVC's streaming platform in November.

USA Pickleball has struck a deal with the owner of home shopping networks on TV and streaming to bring the sport to its platforms.

QVC has secured the exclusive broadcast rights for USA Pickleball, the national governing body of the sport, in a multiyear partnership. The agreement commences with the 2024 Biofreeze USA Pickleball National Championships in November, which will be showcased on QVC's free streaming platform, QVC+/HSN+.

QVC, a subsidiary of John Malone's Qurate Retail, will combine the shopping experience with live events. As part of the partnership, QVC will also be the exclusive retail industry partner of USA Pickleball.

The media industry's growing preference for live sports, which draws large viewership on both traditional TV and streaming platforms, is demonstrated by the deal.

In QVC's case, the choice to bring on pickleball was intentional.

QVC's vice president of brand marketing, Annette Dunleavy, announced the launch of a new brand platform called "Age of Possibility," aimed at women over 50.

"Dunleavy stated that pickleball is the fastest-growing sport in America and appeals to a specific demographic. He added, "We thought it would be perfect to partner with them to bring the sport to life in a unique way for our audience.""

The popularity of pickleball in the U.S. has been rapidly increasing, earning it the title of the country's fastest-growing sport. With more than 5 million women aged 45 and above actively participating in the sport, it's clear that pickleball has a significant following.

The Professional Pickleball Association Tour and The Tennis Channel have partnered to sign big media rights deals, while pickleball courts are becoming increasingly popular in major cities across the U.S.

QVC has been testing live shows and events on its streaming platform, such as "The Ultimate Gift Wrapping Challenge" and actress Busy Philipps' late-night talk show, "Busy This Week."

"According to Stacie Tedesco, vice president of streaming at Qurate Retail Group, live sports are the perfect next step in media success."