Bingo! Snacks Partners with All India Pickleball Association for Five-Year Deal
Mumbai, India - September 15, 2023 - The All India Pickleball Association (AIPA) has announced a groundbreaking five-year partnership with snacking brand Bingo!, part of ITC Foods, aimed at promoting pickleball in India.
The partnership kicked off at the World Pickleball Championship, attended by AIPA President Arvind Prabhoo, VP Suresh Chand, and celebrities Mandira Bedi and Nyra Banerjee. The ceremony marked a significant milestone for pickleball, which has seen explosive growth over the past few years.
Pickleball has experienced a remarkable surge in popularity, attracting over 5 million players across 84 countries with a notable 40% female participation rate. In India alone, the sport has witnessed a staggering 275% growth in active players over three years, with projections of surpassing one million active players by 2028.
As part of this partnership, AIPA and Bingo! plan to organize college tournaments across 23 states, introduce pickleball to thousands of students, and cultivate a new generation of players for national and international challenges.
In a unique twist, the classic "Love All" start of pickleball matches will be rechristened to "Boing All," adding a playful touch to the exhilarating sport. The partnership aims to make pickleball accessible to everyone, from college students to aspiring professional athletes.
Arvind Prabhoo praised Bingo! for their support, saying, "We are thrilled to partner with Bingo!, a brand that resonates with millions of Indians. This partnership will be instrumental in bringing pickleball to the forefront of Indian sports."
Suresh Chand, VP, Head of Marketing Snacks, Noodles and Pasta, ITC Foods, added, "At Bingo!, we believe that sports and innovation go hand in hand. This partnership enables us to support young athletes and sports enthusiasts across the country, building a strong foundation for pickleball's growth through grassroots programs, college tournaments, and nationwide promotions."
The deal is expected to create a ripple effect, positioning India as a leading force in global pickleball and making the sport a household name.