QVC Partners with USA Pickleball: In an unexpected twist, pickleball might hold the key to reviving cable television networks typically devoid of sports content. A new partnership between QVC and USA Pickleball has emerged, promising to bring the excitement of pickleball to audiences across the nation.
QVC’s Exclusive Deal
QVC, a major player in the home shopping network, has signed an exclusive agreement to air USA Pickleball’s 2024 Biofreeze USA Pickleball National Championships next month. This programming will debut on QVC’s free streaming platform, QVC+/HSN+.
The rationale behind this partnership seems solid, particularly when considering its appeal to a demographic that aligns with QVC’s core audience. More than five million women over the age of 45 actively play pickleball, making it an attractive option for a network keen on engaging older viewers.
Recently, QVC launched a branding campaign called the “Age of Possibility,” aimed specifically at women over 50. This synergy between pickleball and QVC’s audience creates a promising avenue for growth.
The Rise of Pickleball
Pickleball has rapidly gained traction, evolving from its tennis roots. The smaller court size and quicker pace require less physical exertion while still delivering fast-paced action, making it an accessible choice for older consumers. As QVC embraces this sport, it opens the door for other cable networks to consider similar programming strategies.
Opportunities for Other Networks
The implications of this trend extend beyond shopping channels. This past summer, NBCU’s CNBC channel aired coverage of the Paris Olympics during market closures, showing a broader acceptance of sports content across non-sports networks.
Additionally, The CW has pivoted from scripted shows to include offerings like WWE NXT, NASCAR Xfinity Series, ACC and Pac-12 football, and LIV Golf League.
Amid significant declines in viewership due to cord-cutting, live sports programming remains a viable solution for cable networks looking to attract audiences and sustain advertising revenue. Analysts consistently emphasize that live sports generate “premium” pricing compared to library content on non-sports channels.
What’s Next for Sports on TV?
As networks reassess their content strategies, it raises the question: what other channels might integrate more sports programming? Cooking shows and home improvement reality TV networks could very well be next in line.
Bravo, known for its “Real Housewives” franchise, might find a way to incorporate pickleball into its programming, adding a unique twist to its usual dramatic narrative.
News in Brief: QVC Partners with USA Pickleball
The integration of pickleball into cable television networks is gaining traction, with QVC announcing an exclusive deal to air the 2024 Biofreeze USA Pickleball National Championships. Targeting women over 45, QVC’s programming aligns with its branding campaign aimed at viewers over 50.
As pickleball’s popularity rises, other networks are exploring similar content strategies, using live sports to combat declining viewership. With the potential for cooking and reality TV networks to embrace sports programming, the cable television could see significant changes in the near future.
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