The live video shopping and streaming platform QVC announced last week it would be the exclusive retail industry and broadcast partner of USA Pickleball, the nonprofit and national governing body of the fastest-growing sport in the U.S.

As part of the partnership, QVC will stream the 2024 Biofreeze USA Pickleball National Championships from Nov. 9-17 in Mesa, Ariz. on its streaming channels QVC+ and HSN+. As part of its coverage, QVC will offer behind-the-scenes content and on-site activities in Arizona, including program hosts, products, and more.

QVC, which is part of Qurate Retail Group, also launched a new pickleball shopping page, On the Court, which features official USA Pickleball-approved products. Products include pickleball paddles, water bottles, and apparel.

Pickleball continues to one of the most dominating leisure sports in the U.S., with the Association of Pickleball Professionals reporting that as of March 2023, 48.3 million adult Americans had tried playing the sport at least once in the last 12 months, with 72 percent of players being between the ages of 18 and 44. About 38 percent of players identify as women, according to the APP report.

“We are thrilled to announce a landmark partnership between QVC and USA Pickleball which paves the way for a vibrant future for the sport,” said USA Pickleball CEO Mike Nealy in a press release.

QVC said the partnership with USA Pickleball reinforces QVC’s mission to champion women over 50 to “live their best lives and have the confidence to try new things.” Earlier this year, QVC launched the “Age of Possibility,” a platform which includes a list of the “Quintessential 50” women over 50 who “exemplify the possibilities that this time of life offers women.” Jennifer Dawson, a retired tennis pro and coach, became the world’s first-ever Triple Crown professional pickleball champion at age 50 and is now an ambassador with this QVC platform.

“At QVC, we’re leading the way in changing how retail and entertainment see women over 50, empowered and full of possibility, and celebrating this next chapter in their lives as the Age of Possibility along with our Q50 Ambassadors, like Jennifer Dawson,” said Annette Dunleavy, vice president of brand marketing at QVC. “We’re always looking to support women 50-plus, and pickleball is quickly becoming one of the most played sports among this age group.”

Qurate Retail Group is a corporate partner of Women in Retail Leadership Circle. Learn more about corporate partnerships here.