The network may be known for selling cookware, commemorative plates, and various tchotchkes, but it will now grow fame for live sports, er, sport. QVC has announced a multi-year partnership with USA Pickleball, making the network the exclusive retail and broadcast partner for the sport’s national events.
This collaboration aims to bring the rapidly growing sport to a wider audience through QVC’s streaming platforms, QVC+ and HSN+, offering viewers live coverage, behind-the-scenes content, and curated pickleball products. As part of the initiative, QVC has also launched a dedicated pickleball shopping page, On the Court, featuring official USA Pickleball-approved products.
So why pickleball?
“At QVC, we’re leading the way in changing how retail and entertainment see women over 50, empowered and full of possibility, and celebrating this next chapter in their lives as the Age of Possibility along with our Q50 Ambassadors, like Jennifer Dawson. We’re always looking to support women 50+, and pickleball is quickly becoming one of the most played sports among this age group,” said Annette Dunleavy, QVC’s VP of Brand Marketing.
Coverage of the sport will include the USA Pickleball Golden Ticket Tournaments and the 2024 Biofreeze USA Pickleball National Championships, scheduled for November 9-17 in Mesa, Ariz.
USA Pickleball Board Vice Chairman Suzanne Guerin added, “I want to emphasize the invaluable role of our QVC partnership in fostering global passion for the game. Just as our pickleball ambassadors throughout the country inspire players of all ages to embrace the sport, the QVC brand serves as an honorary ambassador, spreading the excitement of pickleball to an even wider audience.”
