India’s World Pickleball League (WPBL), set to unfold today, 24th of January 2025, seems to be getting bigger and bigger by the day.
The Indian subcontinent’s first franchise-based pickleball league will be played at the iconic Brabourne Stadium Cricket Club of India (CCI) in Mumbai and will feature prominent names in India’s sports, entertainment, and media sectors.
KLO Sports, for instance, is a leading sporting goods brand in India and will compete at the WPBL through the Hyderabad Superstars. The league’s games, meanwhile, will be streamed live by one of India’s most popular streaming platforms, FanCode, after the two announced their partnership.
Then, just recently, two more high-profile brands threw their support to the WPBL: Volvo Car India and Sony Sports Network.
WPBL Signs Up Sony Sports Network as Official Partner
Sony Sports Network will show WPBL games on TV after securing television broadcast rights of the much-anticipated league. The media giant aims to grow the sport even more in India by bringing it to a larger audience nationwide.
“Pickleball has experienced a tremendous surge in popularity, not just in India but globally. At Sony Sports Network, we have always strived to bring the best and most diverse sporting content to our viewers and the addition of the World Pickleball League affirms our endeavours,” said Rajesh Kaul, Chief Revenue Officer, Distribution & International Business and Head, Sports Business, at Sony Pictures Networks India. “We are excited to showcase the inaugural edition of the World Pickleball League to our audiences and provide a platform that will help expand the reach of this dynamic sport.”
We are delighted to have Sony Sports Network as the official broadcaster of the World Pickleball League. Sony Sports Network holds a special place in my heart, given my previous associations with them. Their exceptional track record of captivating audiences with their comprehensive coverage of sporting events across India and the globe is truly commendable,” noted WPBL Co-Founder Gaurav Natekar. “The brand has a deeper partnership with the World Pickleball League, and Sony Sports Network coming on board is a testament to their commitment and trust in the World Pickleball League. Their ability to cultivate fan engagement and enthusiasm for various sports further enhances the excitement as we near the debut season.”
Sony Sports Network will be complementing FanCode’s streaming offerings with live TV coverage throughout the duration of the league’s first season.
Adding a Dash of Luxury to the WPBL with Volvo
Meanwhile Volvo Car India will be adding a dash of luxury to the league after coming on board as the WPBL’s Official Luxury Mobility Partner. This partnership between Volvo and WPBL highlights the league’s undeniable appeal as a blend of sports and entertainment. It also underscores the growing popularity of pickleball in India, where everyone seems to want a piece of it.
We are extremely proud to welcome Volvo Car India to the WPBL family. This partnership is a strong testament to the league’s wide appeal. The promise of high-octane action backed by entertainment makes the WPBL appealing to brands across the board,” said Natekar of the WPBL’s collaboration with Volvo.
Jyoti Malhotra, Managing Director atVolvo Car India, added: “We are stoked to be the Luxury Mobility Partners for the much-awaited WPBL. I am confident that the WPBL will not only captivate Indian audiences but also contribute significantly to the growth and popularity of this dynamic sport in the country. For Volvo Cars, this is a unique platform to connect with discerning individuals who appreciate the blend of performance, luxury, and a passion for life.”
The WPBL is undeniable proof of the meteoric rise of pickleball in India, where there are now over 1,000 dedicated pickleball sports for several thousand picklers. That big businesses want to get in on the action should only bode well for the league and the sport in general.
