[ad_1]
QVC, a home shopping network on TV and streaming, has partnered with USA Pickleball to showcase the sport on its platforms. In an exclusive multiyear deal, QVC has acquired the broadcast rights for USA Pickleball, starting with the 2024 Biofreeze USA Pickleball National Championships in November. The event will be featured on QVC’s free streaming platform, QVC+/HSN+. QVC will integrate the live matchups with the shopping experience and become the exclusive retail industry partner of USA Pickleball. This partnership highlights the media industry’s growing interest in live sports, which draw large audiences on both traditional TV and streaming platforms.

QVC’s decision to feature pickleball aligns with its new brand platform, “Age of Possibility,” aimed at women over 50. Pickleball, known as the fastest-growing sport in America, resonates well with this demographic. Boasting over 5 million female players over the age of 45, pickleball has seen a surge in popularity, with courts sprouting up in major U.S. cities. The sport has also secured significant media rights deals, such as the collaboration between the Professional Pickleball Association Tour and The Tennis Channel.

As QVC expands its streaming platform, it has ventured into live shows and events, like “The Ultimate Gift Wrapping Challenge” series and actress Busy Philipps’ late-night talk show, “Busy This Week.” With a focus on delivering relevant and successful content, QVC recognizes the appeal of live sports in attracting and engaging audiences.

[ad_2]
SOURCE