The network has signed a multi-year deal to be the sole broadcaster of USA Pickleball games on its networks and QVC+ and HSC+ streaming platforms starting this November, with the league’s 2024 Biofreeze USA Pickleball Championship.

QVC, the live shopping-focused operator of channels and streaming services, has cut a wide-ranging deal with USA Pickleball, including rights to stream its tournaments throughout the year, as well as the USA Pickleball Nationals tournament each November.

The network may be known for selling cookware, commemorative plates, and various tchotchkes, but it will now grow fame for live sports, er, sport. QVC has announced a multi-year partnership with USA Pickleball,

The USA Pickleball partnership aligns with the launch earlier this year of QVC’s new brand platform called “Age of Possibility,” designed to celebrate the accomplishments of women over 50 and encourage them to “live their best lives and have the confidence to try new things.”

QVC is becoming the exclusive broadcaster of USA Pickleball as the home shopping network owner looks to bulk up its streaming platform.