All India Pickleball Association signs five-year deal with Bingo! to popularise the sport in India

All India Pickleball Association (AIPA) has signed a five-year partnership with snacking brand Bingo!, part of ITC Foods, with the objective of promoting Pickleball in India. The partnership will begin with the World Pickleball Championship (WPC) and bear the brand's name with the title.

The World Pickleball Championship was kicked off in the presence of Arvind Prabhoo - President of All India Pickleball Association, Suresh Chand - VP, Head of Marketing Snacks, Noodles and Pasta, ITC Foods and celebrities Mandira Bedi, and Nyra Banerjee.

Pickleball has grown leaps and bounds over the last few years. With over 5 million players across 84 countries and a remarkable 40% female participation rate, pickleball’s popularity is unquestionable.

In India, the sport has seen a 275% growth in active players over the past three years and is projected to surpass one million active players by 2028.

With the help of the latest association, the aim is to amplify this trend by organising college tournaments across 23 states, introducing the sport to thousands of students, and cultivating a new generation of players for national and international challenges.

In a quirky twist, the classic “Love All” start of pickleball matches will be rechristened to a uniquely brand-specific version, “Boing All”, adding a playful twist to the exhilarating sport.

Arvind Prabhoo, President of All India Pickleball Association said, “We are thrilled to partner with Bingo! Snacks, a brand that resonates with millions of Indians, and believe this partnership will be instrumental in bringing pickleball to the forefront of Indian sports. Through this partnership, we envision a future where pickleball is accessible to everyone, from college students to aspiring professional athletes. With Bingo!’s extensive reach and vibrant brand presence, this partnership aspires to create a ripple effect, making pickleball a household name and positioning India as a leading force in the global pickleball arena.”

Suresh Chand, VP, Head of Marketing Snacks, Noodles and Pasta, ITC Foods., said, “At Bingo!, we’ve always believed that sports and innovation go hand in hand, making this partnership with the All India Pickleball Association a particularly prestigious moment for us, enabling us to support young athletes and sports enthusiasts across the country. We are dedicated to working closely with AIPA to build a strong foundation for pickleball and to support its growth through grassroots programs, college tournaments and nationwide promotions.”