Mumbai Hosts Inaugural World Pickleball League: India’s inaugural World Pickleball League (WPBL), featuring six teams and international players, kicked off on January 24 at Mumbai’s Cricket Club of India. Expected to draw 8-12 million viewers across Sony Sports Network and FanCode, the ten-day event aims to generate significant advertising revenue and boost India’s advertising expenditure by 2%.
The tournament, running until February 2, includes 18 matches with 48 international players from 14 countries. Teams like Dilli Dillwale, Pune United, and Bengaluru Jawans are competing in what is seen as a major step for pickleball’s growth in India.
A Rising Sport with Urban Appeal
Pickleball, still new to India, has found a following among the elite urban population. Major cities like Mumbai—dubbed the “Pickleball Capital of India”—and Bengaluru are leading the charge.
“With this target group, it is the metros that are expected to see the most interest in the WPL and contribute the most to the viewership.” said Rajesh Kaul, chief revenue officer – distribution and international business, and head – sports business at Sony Pictures Networks India (SPNI).
“Mumbai is the Pickleball Capital of India followed by Bengaluru with other urban centres like Gurgaon also picking up the sport.” – (Kaul)
Sponsors such as PNG Jewellers, Dove, Volvo, and Barclays have partnered with the league, and talks are ongoing with healthcare and lifestyle brands. Yannick Colaco, co-founder of FanCode, highlighted,
“The immediate task for a new league is to generate awareness, he adds, which will be done through effective communication on our sports network and social media platforms.” – (Kaul)
Storytelling and Branding Efforts
Experts emphasize the importance of storytelling in building interest in the league.
“We need to introduce viewers to the players, including the players, and build narratives around the games. This won’t happen overnight—it will take time and collaboration from all stakeholders to educate viewers, craft compelling stories, and establish pickleball as a sport with strong followership.” – (Yannick Colaco)
“Our priority right now is to help brands appreciate the value of associating with pickleball and encourage them to explore this opportunity. We have already got Hudle on board as a co-presenting sponsor, and at the same time, we are reaching out to companies across auto, QSR, handset, and FMCG sector.” – (Yannick Colaco)
Sony Sports and FanCode are also focusing on attracting brands across sectors like auto, QSR, and FMCG to explore pickleball as a valuable sponsorship opportunity. Early adoption is seen as key, with Colaco noting,
“Currently, pickleball offers a unique opportunity for brands to establish themselves early in this space before it becomes highly competitive.” – (Yannick Colaco)
A Promising Future
With the WPL attracting strong viewership and sponsor interest, the sport is poised to grow rapidly in India. Rajesh Kaul remains optimistic.
“I expect the league to perform very well on the network and keep the viewers engaged.” – (Kaul)
The success of WPL could mark the beginning of pickleball’s rise as a major sport in India, offering unique opportunities for players, fans, and brands.
News in Brief: Mumbai Hosts Inaugural World Pickleball League
India’s inaugural World Pickleball League (WPBL) began on January 24 at Mumbai’s Cricket Club of India, featuring six teams, 48 international players, and 18 matches until February 2.
Expected to attract 8-12 million viewers on Sony Sports and FanCode, the event aims to boost India’s advertising expenditure by 2%. Major sponsors include PNG Jewellers, Dove, Volvo, and Barclays.
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