Bingo! Snacks Partners With All India Pickleball Association for Five-Year Collaboration

Mumbai, India, [Date] - The All India Pickleball Association (AIPA) has announced a five-year partnership with Bingo!, a snacking brand from ITC Foods, to promote the development and accessibility of pickleball in India. This historic collaboration begins with the staging of the Bingo! World Pickleball Championship (WPC), the first-ever national-level competition that will bring together top players from across the country.

The move demonstrates Bingo!'s dedication to promoting pickleball, one of the world's fastest-emerging sports. With over 5 million players in 84 different nations and an astounding 40% female participation rate, pickleball has gained immense popularity globally. In India, the sport has seen a significant surge in active participants, with an impressive 275% increase in the last three years, expected to reach one million by 2028.

Bingo!'s sponsorship pledges include organizing college competitions in 23 states, exposing thousands of students to pickleball and developing a new generation of players prepared to face national and international challenges. The snacking brand aims to build a strong foundation for pickleball through grassroots programs, college tournaments, and nationwide promotions, bringing the sport to the forefront of Indian sports.

"We are thrilled to partner with Bingo!, a brand that resonates with millions of Indians," said Arvind Prabhoo, President of All India Pickleball Association. "We believe this partnership will be instrumental in making pickleball accessible to everyone, from college students to aspiring professional athletes."

Pickleball enthusiasts can expect an exciting twist as the traditional "Love All" start to matches is rebranded as a uniquely Bingo! version, "Boing All". Suresh Chand, Vice President of Head of Marketing Snacks at ITC Foods, believes that this partnership will enable Bingo! to support young athletes and sports enthusiasts across the country.

"We've always believed that sports and innovation go hand in hand," said Suresh Chand. "This partnership with AIPA is a momentous occasion for us, as we work closely with them to build a strong foundation for pickleball in India."

Vinit Karnik, Managing Director of Content, Entertainment, and Sports at GroupM South Asia, added that this collaboration has the potential to change the pickleball landscape in India. "We're optimistic about this partnership, which will strengthen Bingo!'s commitment to expanding pickleball's reach and accessibility across the country," he said.

This partnership marks another milestone in AIPA's efforts to promote pickleball in India, following recent alliances with Branquila Brand Ventures (BBV), Skechers, and KheloMore Sports.