Introduction
The World Pickleball League, to commence from tomorrow at CCI, Mumbai, India, is at the forefront of a new sporting revolution, bringing a unique blend of tennis, badminton, and table tennis to the subcontinent. As one of the fastest-growing sports globally, pickleball has found fertile ground in India, where its accessibility and fast-paced nature resonate with sports enthusiasts of all ages.
This blog explores the meteoric rise of pickleball around the world and in India, tracing its journey from a niche activity to a burgeoning professional league. We'll delve into the sport's global presence, its history in India, the key figures promoting its growth, the emergence of franchise teams, and the crucial partnerships that are fueling its expansion.
Overview of Pickleball Worldwide and in India
Pickleball, a sport that combines elements of tennis, badminton, and table tennis, has been captivating players and spectators alike since its inception in 1965. Invented on Bainbridge Island, Washington, by three dads looking to entertain their bored children, pickleball has grown from a backyard pastime to a global phenomenon. Its appeal lies in its simplicity, accessibility, and the quick learning curve that allows players of all skill levels to enjoy the game.
Worldwide, pickleball has seen exponential growth. The USA Pickleball Association reports that the sport has over 4.8 million players in the United States alone, with a 39.3% growth rate over the past two years. This surge in popularity has led to the formation of professional leagues and international tournaments, attracting sponsorships and media attention.
In India, pickleball made its debut in the early 2000s, introduced by Indian-Americans returning from the United States. The sport's introduction was met with curiosity and enthusiasm, particularly in urban centers where the search for new recreational activities was on the rise. The All India Pickleball Association (AIPA), formed in 2006, became the driving force behind the sport's initial growth in the country.
Promoters of Pickleball in India
The rise of the World Pickleball League in India can be attributed to the tireless efforts of several key promoters who have championed the sport's cause. These visionaries have played crucial roles in establishing the infrastructure, creating awareness, and driving participation in pickleball across the country.
Sunil Valavalkar: The Pioneer
At the forefront of pickleball's promotion in India is Sunil Valavalkar, often referred to as the "Father of Indian Pickleball." As the founder and president of the All India Pickleball Association, Valavalkar has been instrumental in introducing and popularizing the sport in India. His journey began in 2006 when he first brought pickleball equipment from the USA and started teaching the sport in Mumbai. Valavalkar's dedication to growing pickleball grassroots participation has been pivotal in laying the foundation for sports in India.
Corporate Backers and Sports Entrepreneurs
The league has also garnered support from corporate entities and sports entrepreneurs who see the potential in pickleball's growth. Some of the big names associated with Pickleball in India include ITC Bingo, Skechers, District by Zomato, and Nexus Group. These backers have provided crucial funding and business acumen, helping to structure the league and attract sponsors. Their involvement has been key in professionalizing the sport and creating a sustainable model for the World Pickleball League in India.
Government Support
Recognition and support from government bodies have lent credibility to the World Pickleball League. The government has shown interest in the development of pickleball by including it in the Sansaad Khel Sparda initiative and recognizing its potential to promote physical fitness and community engagement. This backing has been crucial in facilitating the use of public spaces for pickleball courts and including the sport in school physical education programs.
Franchise Teams in the World Pickleball League
The World Pickleball League in India has adopted a franchise model, similar to successful leagues in cricket and kabaddi. This structure has been instrumental in creating a competitive and commercially viable league.
The league currently boasts six franchise teams representing six cities of India. The franchises are respectively:
Dilli Dilwale
Pune United
Mumbai Pickle Power
Bengaluru Jawans
Chennai Super Champs
Hyderabad Super Stars
Each team comprises a mix of established players, up-and-coming talents, and international stars, creating a diverse and competitive environment. The teams are also owned by celebritie owners, bringing star power to the pioneering league.
Former tennis professional-turned-Hollywood producer Ashok Amritraj is making his foray into sports with Hyde Park Entertainment Group and Terra Invest acquiring the Delhi franchise. The acquisition, facilitated through Smashers Sports, signifies a strategic move into India’s growing sports entertainment market, blending athleticism
Samantha Ruth Prabhu has stepped into sports entrepreneurship by becoming the owner of Chennai's franchise. Meanwhile, Pune United, is backed by Bollywood stars Riteish and Genelia Deshmukh and industry leaders Sudhir and Sunanda Mehta of EKA Mobility and Pinnacle Industries.
Cricketer Rishabh Pant has teamed up with Swiggy to co-own the Mumbai Pickle Power team ahead of the inaugural season of the World Pickleball League (WPBL). This marks Pant’s exciting entry into the world of pickleball.
Notable Players and Achievements
While pickleball is still growing in India, several players have already made their mark on the national and international stage. Prominent Indian players like Manish Rao, winner of multiple national championships, and Yvonne D'Souza, known for her aggressive playing style, have garnered fame among pickleball enthusiasts. The league has also attracted international talent, with players from the USA, Canada, and European countries participating, bringing global expertise to the Indian pickleball scene.
The franchise model can have a significant impact on pickleball's growth in India:
Increased Visibility: Regional teams can help create local fan bases, increasing the sport's visibility across different parts of India.
Professional Opportunities: The league can create professional opportunities for players, coaches, and support staff, encouraging more people to consider pickleball as a career.
Infrastructure Development: Franchise investments will lead to the development of world-class pickleball facilities across the country.
Youth Development: Many franchises plan to initiate grassroot youth programs, nurturing the next generation of pickleball talent in India.
Sponsors & Partners of the AIPA in India
As the World Pickleball League makes its groundbreaking debut in India, a roster of dynamic sponsors had already emerged as the cornerstone of the sport's explosive growth. These partnerships not only underscore the increasing popularity of pickleball but also pave the way for its bright future in the subcontinent.
Leading the charge is ITC Bingo, whose commitment to a five-year partnership will extend far beyond any leagues. ITC Bingo is investing in the grassroots development of pickleball, ensuring a strong foundation for the sport's future in India.
Official Partners: Building a Robust Ecosystem
Skechers: As the official kitting partner, Skechers' long-term commitment provides players with top-tier equipment, enhancing performance and professionalism in the sport.
DCB Bank: Serving as the official banking partner, DCB Bank brings financial expertise to support the economic growth of pickleball in India.
IISM (International Institute of Sports Management): As the knowledge partner, IISM contributes valuable insights and education, fostering a deeper understanding of sports management within the pickleball community.
Nexus, as the event partner, and District by Zomato, as the experience partner, are working in tandem to create an unforgettable championship atmosphere. Their collaboration ensures that both players and spectators enjoy a world-class pickleball event.
World Pickleball League (WPBL)
The league is promoted by Natekar Sports & Gaming (NSG), which was founded by former #1 tennis players Arati Ponnappa Natekar and Gaurav Natekar. Gaurav is a two-time Asian Games Gold medallist, while Arati has coached India's junior national team at Wimbledon.The league has also got an investment from Sony Entertainment Talent Ventutres India (SETVI).
Sony Sports Network has also secured the television broadcast rights of the World Pickleball League (WPBL); a pivotal partnership in bringing pickleball to millions of viewers across India. The streaming will happen on Fancode. This wide-reaching coverage will be instrumental in popularizing the sport and attracting new enthusiasts.
The World Pickleball League has also elevated its debut season by announcing Volvo Car India as its Official Luxury Mobility Partner. The league also announced Barclays Private Clients as its 'Official Partner' for the league's inaugural season. These collaboration adds a premium touch to the league, highlighting its positioning as a rising entertainment and sporting phenomenon in India
These strategic partnerships are more than financial backing; they represent a vote of confidence in pickleball's potential. As the sport gains traction, we anticipate a surge in player participation, improved facilities, and increased media attention – all vital components for pickleball's sustained growth in India.
Impact of Sponsorships and Partnerships
The involvement of these sponsors and partners can be transformative for the WPBL in India:
Financial Stability: Sponsorships will provide the necessary funds to operate the league professionally, offer attractive prize money, and invest in infrastructure.
Increased Credibility: Associations with reputable brands will further lend legitimacy to pickleball as a serious sport in India.
Wider Reach: Media partnerships can significantly expanded the league's audience, introducing pickleball to millions of potential fans and players.
Improved Player Experience: Equipment and technology partnerships can enhance the quality of play and training, elevating the overall standard of the sport.
Community Development: Many sponsors engage in grassroots initiatives, helping to grow pickleball at the community level.
Conclusion
The rise of the World Pickleball League in India represents a significant milestone in the country's sporting landscape. From its humble beginnings to its current status as a professionally organized league, pickleball has captured the imagination of sports enthusiasts across the nation. The league's success story can be a further testament to the power of visionary leadership, strategic partnerships, and community engagement.
As we've explored, the collaborative efforts of promoters, franchise owners, players, and sponsors have created a robust ecosystem that not only will sustain the league but also promote the sport at grassroots levels. The World Pickleball League in India is more than just a sporting event; it's a movement that's bringing people together, promoting fitness, and creating new opportunities in the sports industry.
For those intrigued by this exciting sport, now is the perfect time to get involved. If you're interested in being a part of India’s pickleball ecosystem, reach out to Zupotsu to explore the opportunities in this up-and-coming sport. The World Pickleball League in India is not just riding the wave of a global sports trend; it's creating a lasting impact on India's sporting culture.
Zupotsu is a martech platform on a mission to ‘digitise’ sports marketing. Zupotsu enables the discovery, engagement and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Follow us on Linkedin and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.
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