QVC is stepping into live sports through a multiyear partnership with USA Pickleball, bringing streaming matches and shopping experiences to its channels from one of the nation’s fastest-growing sports.

As the new exclusive broadcaster and retail partner of USA Pickleball, QVC will air pickleball matches on its TV network and its interactive streaming shopping service. By doing so, QVC hopes to give fans a chance to watch the sport while shopping for related gear at the same time.

QVC is a brand under parent company Qurate, which also owns the home-shopping network HSN and others. Qurate ranks No. 18 on Digital Commerce 360’s Top 1000 Database of the largest North American e-retailers by online sales. Digital Commerce 360 projects Qurate web sales to reach $5.44 billion in 2024.

Qurate web sales by year

For QVC, this is about more than just sports. It’s a strategic move to engage the retailer’s core audience of women over 50 while expanding into new territory.

“We’re always looking to support women 50-plus, and pickleball is becoming one of the most popular sports among this group,” Annette Dunleavy, QVC’s vice president of brand marketing, shared in the news release announcing the partnership.

Why streaming pickleball fits QVC’s strategy

Pickleball’s popularity has surged over the past three years. During that time, it has become the fastest-growing sport in the U.S., according to QVC and USA Pickleball. The organizations also report that more than 5 million women aged 45 and older are actively playing the game.

The partnership kicks off with USA Pickleball’s Golden Ticket Tournaments, where players vie for a chance to compete in the Nationals this November, the sport’s premier event. The 2024 Biofreeze USA Pickleball National Championships, held from Nov. 9 to 17 in Mesa, Arizona, will be one of the first major events streamed live on the QVC+ and HSN+ video commerce experience.

USA Pickleball sees the partnership as a way to extend the sport’s reach, leveraging QVC’s already-robust broadcast and digital presence.

“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,” said Mike Nealy, CEO of USA Pickleball, in a prepared statement.

At Nationals, QVC will offer on-site activities with program hosts and products to engage spectators. Viewers can catch behind-the-scenes content by downloading the free QVC+ and HSN+ streaming app on their smart TVs or watching online at QVCPlus.com.

As part of the initiative, QVC has also introduced a dedicated shopping page called “On the Court,” featuring pickleball gear approved by USA Pickleball. Those products appear along with other merchandise targeting fans of the sport.

‘Age of Possibility’ campaign taps into pickleball’s appeal

The timing is no coincidence. The new partnership aligns with QVC’s new “Age of Possibility” campaign, which celebrates the active lifestyles of women over 50.

At the heart of QVC’s “Age of Possibility” is the Quintessential 50 (Q50), a group of influential women including Christina Applegate, Patti LaBelle, Naomi Watts and Queen Latifah, who serve as brand ambassadors. Their stories highlight what women over 50 can achieve, inspiring others to pursue new opportunities.

Another Q50 member is Jennifer Dawson, who transitioned from a 30-year tennis career to pickleball. At 50, she became the first Triple Crown professional pickleball champion and was inducted into the 2023 Pickleball Hall of Fame, according to USA Pickleball.

The campaign is already seeing success. During QVC parent company Qurate’s Q2 2024 earnings call, CEO David Rawlinson reported 38 billion earned media impressions. In addition, it saw a 200% increase in social media following and over 1 million visits to the campaign website. Rawlinson also pointed to pickleball’s rising popularity, now with 8.9 million players. The 2023 National Championship drew 50,000 attendees and 2.6 million viewers, he said, highlighting the potential for QVC to tap into that audience when it airs the 2024 Nationals this November.

Do you rank in our databases? 

Submit your data and we’ll see where you fit in our next ranking update.

Sign up

Stay on top of the latest developments in the online retail industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. Follow us on LinkedIn, Twitter, Facebook and YouTube. Be the first to know when Digital Commerce 360 publishes news content.