The Business of Pickleball: The World Pickleball League (WPBL), India’s inaugural professional pickleball tournament, is drawing attention from viewers and advertisers. Expected to attract 8–12 million viewers through platforms like Sony Sports Network and FanCode, the WPBL marks a major milestone for one of the fastest-growing sports in the world.
“The WPBL is expected to draw a viewership of approximately 8–12 million across its broadcast platforms, including Sony Sports Network and FanCode.” – (Patil)
With over 50,000 players and nearly 1,000 courts nationwide, pickleball’s rise presents a lucrative opportunity for brands, experts say. The league could generate Rs 50–100 crore in advertising revenue in its initial years, reshaping India’s sports advertising market.
A Growing Fanbase and Advertiser Appeal
Pickleball’s growth has been remarkable, with 40% of Indian players being women. This demographic shift makes the sport particularly appealing for brands targeting female audiences. Prathamesh Patil, senior media manager at BC Web Wise, states,
“Brands that aim to engage and keep up with the latest trends can capitalise on this new urging opportunity in the sports advertising market.” – (Patil)
Brand sponsorship deals for the WPBL range from Rs 9 crore for three years to Rs 10–12 crore for five years, while team sponsorships are estimated at Rs 4 crore annually. Affordable ad rates and rising viewership further boost the league’s appeal to advertisers looking to engage with India’s expanding sports audience.
The Potential for Long-Term Growth
Industry comparisons highlight the WPBL’s room for growth. The Indian Premier League (IPL) drew over 546 million viewers in 2024 and generated Rs 4,000–5,000 crore in ad revenue. While cricket still dominates, experts see potential for pickleball to carve out its niche.
“The WPBL could push sports advertising expenditure up by one or two percent,” notes Karan Taurani, SVP at Elara Capital. He adds that cricket accounts for 90% of sports media spending but believes pickleball can contribute to an overall 10–12% growth in the sports ad market this year.
“Cricket is still 90% of media spends. Overall, this year sports adex growth may witness 10-12% growth, which currently stands at around 10000-12000 crore (both TV and digital combined).” – (Taurani)
What Lies Ahead
The WPBL’s success could set the stage for pickleball to secure a lasting spot in Indian sports. Experts emphasize the need for sustained investment to build awareness and attract major brands.
With its unique appeal and growing popularity, pickleball offers advertisers a chance to connect with a diverse and active audience early in the sport’s development.
News in Brief: The Business of Pickleball
India’s inaugural World Pickleball League (WPBL) is expected to attract 8–12 million viewers and generate Rs 50–100 crore in pickleball advertising revenue. With over 50,000 players nationwide, the sport’s growth appeals to brands, particularly targeting women.
Sponsorships range from Rs 4–12 crore, offering affordable ad rates. Experts see the WPBL boosting India’s sports advertising market by 1–2%.
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