WEST CHESTER, PA — QVC® and USA Pickleball have embarked on a multi-year partnership, appointing QVC as the exclusive retail and broadcast partner for USA Pickleball events. This collaboration aims to bring the dynamic sport of pickleball to a broader audience, with QVC+ and HSN+ streaming exclusive coverage, including the 2024 Biofreeze USA Pickleball National Championships in Mesa, Arizona, from November 9-17.
QVC will enhance the pickleball experience with on-site activities and a curated shopping page, “On the Court,” featuring official USA Pickleball products. This initiative aligns with QVC’s mission to support women over 50, a demographic increasingly active in pickleball. Annette Dunleavy, QVC’s VP of Brand Marketing, emphasized, “At QVC, we’re leading the way in changing how retail and entertainment see women over 50, empowered and full of possibility.”
The partnership also highlights the achievements of Q50 Ambassadors like Jennifer Dawson, a former tennis pro who transitioned to pickleball, becoming a world champion at 50. “We’re always looking to support women 50+, and pickleball is quickly becoming one of the most played sports among this age group,” Dunleavy added.
Mike Nealy, CEO of USA Pickleball, expressed excitement about the collaboration, stating, “Having our 2024 USA Pickleball Biofreeze National Championships streamed on the QVC+ and HSN+ streaming experience is an opportunity to showcase the incredible talent of our members and bring the excitement of pickleball to the global stage.”
As a non-profit, USA Pickleball aims to grow the sport internationally, with a focus on accessibility and community support. Suzanne Guerin, Vice Chairman of USA Pickleball, noted, “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.”
This partnership is set to usher in a new era for pickleball, combining sports and commerce to engage viewers and participants alike.
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