Bingo! Partners with All India Pickleball Association to Serve Up the Sport in India

Bingo!, a popular snacking brand from ITC Foods, is all set to serve up a major change in the world of sports by announcing a five-year partnership with the All India Pickleball Association (AIPA). This landmark collaboration, which kicks off with the Bingo! World Pickleball Championship (WPC), is aimed at growing the sport of pickleball in India. The tournament, which runs from 12-17 November 2024, marks a significant milestone for both the brand and the sport.

In the launch event, Bingo! was joined by Mr. Suresh Chand, Vice President and Head of Marketing Snacks, Noodles, and Pasta at ITC Foods; Mr. Arvind Prabhoo, President of AIPA; and celebrity guests Mandira Bedi and Nyra Banerjee.

With pickleball’s global growth rate at an impressive 275% in India alone over the past three years, the sport is now attracting millions of enthusiasts worldwide. Currently boasting over 5 million players across 84 countries and a remarkable 40% female participation rate, pickleball has quickly gained traction in India. Bingo!’s sponsorship is expected to further accelerate this trend by supporting grassroots programs, organizing college tournaments across 23 states, and introducing thousands of students to the sport. The ultimate aim is to surpass one million active players in India by 2028.

ITC, s a braind known for its innovative approach to snacking, and Bingo! sees its partnership with pickleball as a natural extension of its mission to bring fun and energy to all corners of life. The “Boing!” moments that define Bingo!’s playful spirit are now set to be integrated into the very fabric of the sport. In fact, the traditional "Love All" start to pickleball matches will be rebranded as "Boing All" to add an exciting Bingo! twist.

Mr. Suresh Chand, VP and Head of Marketing Snacks, Noodles, and Pasta at 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. We’re excited to support young athletes and sports enthusiasts across the country through grassroots programs, college tournaments, and nationwide promotions. Our commitment to making pickleball more accessible to all is at the core of this collaboration.”

Arvind Prabhoo, President of AIPA, shared, “We are thrilled to partner with Bingo! Snacks, a brand that resonates with millions of Indians, and we believe this partnership will be instrumental in bringing pickleball to the forefront of Indian sports. With Bingo!’s extensive reach and vibrant brand presence, we aim to make pickleball a household name and position India as a leading force in the global pickleball arena.”

Vinit Karnik, Managing Director, Content, Entertainment and Sports, GroupM, South Asia, added, “It’s a great collaboration between Bingo and All India Pickleball Association to announce this five-year partnership, supporting the growth of the sport across India. This collaboration reflects Bingo’s commitment to expanding the sport's reach and inspiring the next generation of players to take on both national and international challenges.”

The Bingo! and AIPA partnership is set to transform the pickleball landscape in India, creating opportunities for both recreational players and aspiring professional athletes. By merging Bingo!’s innovative brand identity with pickleball’s fast-paced, exciting gameplay, the collaboration aims to inspire a new generation of players while promoting a healthy and active lifestyle.