Bingo! joins hands with All India Pickleball Association to popularise the sport

Bingo!, a snacking brand from ITC Foods, has announce 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).

The Bingo! World Pickleball Championship began in the presence of Suresh Chand - VP, Head of Marketing Snacks, Noodles and Pasta, ITC Foods; Arvind Prabhoo - President of All India Pickleball Association; and celebrity guests Mandira Bedi and Nyra Banerjee.

With over five million players across 84 countries and a 40% female participation rate, pickleball is gaining in popularity. 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 promises 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.

Speaking about the association, 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 strategic partnership between Bingo! and AIPA is poised to shape the pickleball landscape in India. By merging Bingo!’s innovative brand identity with pickleball’s thrilling gameplay, the collaboration aims to inspire a new wave of athletes while promoting a healthy, active lifestyle.

Tags : Pickleball, All India Pickleball Association, World Pickleball Championship, Bingo!, ITC Foods, Mandira Bedi, Nyra Banerjee