MUMBAI: Snacking brand Bingo! from ITC Foods, has announced a five-year partnership with the All India Pickleball Association to promote Pickleball in India. This partnership starts with hosting the Bingo! World Pickleball Championship (WPC) which is currently taking place in Mumbai till 17 November.
The Bingo! World Pickleball Championship was kicked off in the presence of Suresh Chand – VP, Head of Marketing Snacks, Noodles and Pasta, ITC Foods; Mr. Arvind Prabhoo – President of All India Pickleball Association; and celebrity guests – Mandira Bedi, and Nyyra Banerjee.
The sport the parties said has over five million players across 84 countries and has seen a 40% female participation rate. In India, the sport has seen a 275% growth in active players over the past three years and is projected to surpass one million active players by 2028. Bingo!’s sponsorship aims to amplify this trend by organising college tournaments across 23 states, introducing the sport to thousands of students, and cultivating a new generation of players ready to take on national and international challenges.
Bingo! added that it has focussed on innovation in the snacking industry, similarly, pickleball’s blend of fast-paced gameplay and growing appeal make it an ideal partner. Fun-filled moments – aptly termed ‘Boing!’ moments – have been at the core of Bingo! since inception and this is being integrated into the sport of pickleball. As part of this collaboration, the ‘Love All’ start of pickleball matches will be rechristened to a Bingo! version, ‘Boing All’.
Suresh Chand, VP, head 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 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, MD, 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.”
