What’s the Score?
The World Pickleball League (WPBL) in India is doubling down on its “sportainment” strategy for Season 2. The league has announced a partnership with Swiggy Scenes as its Official Ticketing Partner to streamline fan access for the upcoming tournament at Mumbai’s Jio World Garden. The season kicks off on January 24, promising a mix of high-level sport and celebrity glamour.
Hit it deeper!
India’s approach to professional pickleball is distinct, mirroring the successful IPL cricket model by heavily integrating entertainment. The 13-day event will feature seven teams playing 120 matches, but the WPBL is marketing it as a cultural festival rather than just a sports tournament.
League CEO Gaurav Natekar emphasised that the event will include a “celebrity owners’ showcase,” live performances, and immersive fan experiences. The season opener will feature a rematch of last year’s finalists, the Bengaluru Jawans and Pune United. The partnership with Swiggy a massive lifestyle and delivery platform in India is a strategic move to tap into a younger, tech-savvy demographic that views sports as a social outing.
The World Pickleball Verdict
The WPBL is smart to differentiate itself from the American PPA/MLP model. In India, sports compete heavily with cinema and music for attention. By branding the league as “sportainment” and partnering with a lifestyle giant like Swiggy, the WPBL is lowering the barrier to entry for non-players.
They aren’t just selling pickleball; they are selling a “night out” in Mumbai. If this season succeeds, it could establish a blueprint for how pickleball leagues in other non-Western markets can thrive by adapting to local cultural consumption habits rather than strictly copying the US format.
Chris Beaumont is the founder and Editor-in-Chief of World Pickleball Magazine. Chris follows the global game closely, reporting on the latest news, developments, stories and tournaments from all five continents. He also hosts the World Pickleball Podcast, interviewing people at all levels of pickleball. Chris is also an avid player, currently struggling to make the breakthrough from 4.0 to 4.5.