Mumbai: “Pickleball” – one of the world’s fast-emerging sports – is now witnessing the All India Pickleball Association and ITC Foods’ snack brand ‘Bingo’ joining hands in a five-year partnership for popularizing this sport in India.

The landmark partnership will see Bingo and the All India Pickleball Association hosting the World Pickleball Championship for the ‘first time in India’ from November 12 to 17 this year.

The Bingo World Pickleball Championship was kicked off here recently in the presence of Suresh Chand, VP, Head of Marketing Snacks, Noodle and Pasta, ITC Foods, Arvind Prabhoo, President, All India Pickleball Association, and celebrity guests Mandira Bedi and Nyyra Banerjee.

Suresh Chand said that this partnership would enable support for young athletes and sports enthusiasts across the country, while also helping the AIPA build a strong foundation for pickleball growth through its grassroots programs, college tournaments and nationwide promotions.

Arvind Prabhoo of AIPA said this partnership – while being instrumental in bringing pickleball to the forefront of Indian sports – would create a ripple effect in making this sport a household name and positioning India in the global pickleball arena.

With over 5 million players across 84 countries including India and a remarkable 40% female participation rate, pickleball has witnessed a 275%  growth in active players over the past three years and is projected to surpass one million active players by 2028.