The All India Pickleball Association (AIPA) has announced a five-year partnership with Bingo!, a snacking brand from ITC Foods.
This historic collaboration begins with the staging of the Bingo! World Pickleball Championship (WPC). The move demonstrates Bingo!’s dedication to promoting the development and accessibility of pickleball, one of the world’s fastest-emerging sports.
Pickleball is undeniably popular, with over 5 million players in 84 different nations and an astounding 40% female participation rate. In India, the sport has had a 275% increase in active participants over the last three years and is expected to top one million by 2028. Bingo!’s sponsorship pledges to further promote this trend by organising college competitions in 23 states, exposing the sport to thousands of students, and developing a new generation of players prepared to face national and international challenges.
Bingo! has historically advocated invention in the snacking business, and pickleball’s revolutionary combination of fast-paced gameplay and expanding popularity makes it an excellent partner. Fun-filled moments, aptly named “Boing!” moments, have been at the heart of Bingo! since it was founded and is being incorporated into the sport of pickleball. As part of this agreement, the traditional “Love All” start to pickleball matches will be renamed to a uniquely Bingo! version, “Boing All,” bringing an amusing twist to this thrilling activity.
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.”
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.”
Vinit Karnik, Managing Director, Content, Entertainment and Sports, GroupM, South Asia, said, “It’s a great collaboration between Bingo and All-India Pickleball Association to announce the five-year partnership, supporting the growth of the sport across India. We’re optimistic that this partnership will strengthen Bingo’s commitment to expanding the sport’s reach and accessibility across the country. This collaboration reflects our commitment to expanding the sport’s reach and inspiring the next generation of players to take on both national and international challenges. We’re confident that this alliance will foster a new wave of enthusiasm for pickleball, helping it gain the popularity it truly deserves.”
The collaborative effort between Bingo! and AIPA has the potential to change the pickleball landscape in India. By combining Bingo!’s original brand identity with pickleball’s dynamic gameplay, the cooperation hopes to motivate a new generation of athletes while also encouraging a healthy, active lifestyle.
Recently, AIPA inked alliances with Branquila Brand Ventures (BBV), Skechers, and KheloMore Sports, further cementing its position as a leading force in promoting pickleball in India.