Natekar Sports and Gaming (NSG), led by Gaurav Natekar, an ex-tennis star and Arjuna awardee, announced the creation of the World Pickleball League. This league marks a major development in the sport, supported by Sony Entertainment Talent Ventures India (SETVI), which is a collaboration between Sony Music and Sony Pictures.
Investment Details
NSG plans to invest over $10 million in the coming 3-5 years to develop pickleball across India and the Asia-Pacific region. This initiative aims to spotlight pickleball on a global stage, merging sports with entertainment to attract a wide audience.
Pickleball: A Game for All
Pickleball mixes elements of table tennis, badminton, and tennis and is playable both indoors and outdoors. It's popular worldwide, with over five million players in 84 countries, due to its accessibility and age-friendly nature.
Long-term Growth Strategy
With a ten-year licensing deal with the All India Pickleball Association, which is connected to the International Pickleball Federation, the league is set to broaden pickleball’s reach from local grassroots to global professional levels.
Breaking Barriers in Sports
NSG aims to make pickleball a community-building sport across demographics, removing barriers related to age and gender. The league plans to reach over 30 million households, promoting pickleball as a fun and social activity.
A Unified Effort for Growth
Gaurav Natekar expressed that the league would bring together stakeholders to ensure the sport’s success and create a lasting impact. He emphasizes collaboration with the All India Pickleball Association to grow the sport from the ground up, focusing on its broad appeal and potential for brand partnerships.
Supporting Structures
The All India Pickleball Association acts as a non-profit governing body, supporting the sport's expansion in India and collaborating on this new league to enhance opportunities for players and fans alike.
Sony’s Role in Promoting Sports
SETVI's CEO, Nachiket Pantvaidya, highlighted Sony’s commitment to nurturing new sports ventures. This partnership aims to propel pickleball into the limelight, promoting health, fitness, and inclusivity.
The League Format
The inaugural league will feature six teams, each consisting of international and Indian players, alongside juniors to foster emerging talent. The league will also facilitate local tournaments to boost team branding and community engagement.
