India’s Pickleball Revolution: Pickleball is witnessing a rapid surge in popularity in India, attracting players from diverse backgrounds. The sport has grown significantly post-pandemic, creating new leagues and tournaments, including the inaugural World Pickleball Championship in Mumbai and the upcoming commercial league, the World Pickleball League (WPBL), starting January 24.
From Bollywood stars like Tiger Shroff to homemakers in Ahmedabad and CEOs in Mumbai, pickleball captivates people nationwide. Several private clubs, luxury homes, and real estate projects are adding pickleball courts, showcasing the growing interest in the sport.
A Post-Pandemic Boom
Although pickleball has been promoted by the All India Pickleball Association (AIPA) for 15 years, its popularity has soared recently. The sport’s accessibility and low barriers to entry have made it a favorite among players of all ages and genders.
Sandeep Dahiya, CEO of Brandquila Brand Ventures, said,
“The entry barriers are low. The game is age and gender agnostic. Pickleball takes only half the size of a tennis court, and it is not expensive to pursue.”(Sandeep Dahiya)
AIPA’s efforts include training athletes and organizing tournaments with prize money to sustain interest. While urban players enjoy pickleball as a fitness activity, grassroots talent has flourished through AIPA’s initiatives.
Leagues and Celebrity Involvement
The World Pickleball League, set to launch in Mumbai, has attracted notable franchise owners, including Samantha Ruth Prabhu, Riteish and Genelia Deshmukh, and tennis player Ashok Amritraj. Indranil Das Blah, a strategic advisor to WPBL, shared the enthusiasm surrounding the league, saying,
“We went to Swiggy for sponsorship, but instead, it invested in a team. It shows the pull of the game.”(Indranil Das Blah)
Despite challenges in promoting a non-cricket sport, WPBL aims to build pickleball as a lifestyle event. The league plans to offer a mix of broadcast and live experiences to engage fans, with Sony Entertainment Talent Ventures India supporting the venture.
Expanding Media Presence
November’s World Pickleball Championship in Mumbai, hosted by AIPA, was a milestone for the sport. It reached 53 million households via Prasar Bharati’s sports channel and Muzi Sports streaming. Brands like Skechers and ITC Bingo! supported the event, reflecting increasing corporate interest.
However, adman Abhijit Avasthi of Sideways Consulting cautioned that pickleball is still growing.
“People might want to wait and watch to see if it’s a sport worth associating with for the long run. For many, it’s not even a sport but community entertainment,” (Abhijit Avasthi).
Future Prospects and Impact
Pickleball’s rapid rise in India mirrors its success in the US, where it gained massive popularity in recent years. WPBL plans to focus on creating engaging live events, appealing to Indians’ growing interest in unique experiences.
Blah emphasized the potential of pickleball, stating,
“Its economics will change once pickleball is recognized by the government and as an Olympic sport.”(Indranil Das Blah)
With its growing fan base, corporate backing, and inclusivity, pickleball is poised to make a lasting impact on India’s sports landscape.
News in Brief: India’s Pickleball Revolution
Pickleball is rapidly growing in India, attracting players from all backgrounds. Boosted by post-pandemic interest, events like the World Pickleball Championship and World Pickleball League have gained attention. Celebrity involvement, corporate backing, and AIPA’s efforts are driving the sport’s popularity. Pickleball’s accessibility and inclusivity position it for lasting success.
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