Swiggy’s involvement in the World Pickleball League (WPBL) marks a significant milestone in the growth of pickleball as a sport, especially in India. Swiggy has announced its ownership of Team Mumbai in the inaugural season of WPBL, which will take place from January 24 to February 2, 2025. The sport of pickleball, a mix of tennis, badminton, and table tennis, is rapidly growing globally and has found a strong fan base in India. Its rise in popularity as both a recreational and competitive sport presents an exciting opportunity for brands like Swiggy to connect with their consumers in fresh, innovative ways.

Co-founded by former Indian tennis stars, Gaurav Natekar and Arati Ponnappa Natekar, the WPBL is India’s first global franchise-based pickleball league. This league promises to bring together top-tier talent and sports enthusiasts from across the country. With Swiggy’s Team Mumbai being the second team to be revealed, following Chennai, which is owned by actress Samantha Ruth Prabhu, the stage is set for a thrilling inaugural season. Swiggy’s presence in Mumbai, the host city for the first season, gives the team an incredible home-field advantage, further amplifying the excitement among local fans.

Swiggy’s participation aligns with its strategy of engaging with consumers in unique and fun ways. In a lighthearted statement, Rohit Kapoor, CEO of Swiggy Food Marketplace, reflected on their involvement with pickleball, saying, “When we started discussing pickleball internally and our association with it, my joke was achar bina khaana kya! Look, it’s a fun, easy game to play for most people. And I can see food stalls, a happy game, and the whole family there for a great weekend. We fit right into this scenario and deliver joy to folks, as per usual.”

This partnership not only introduces Swiggy to a whole new audience but also taps into the growing trend of pickleball as a community sport. With pickleball rapidly gaining popularity, particularly among millennials and Gen Z, Swiggy’s engagement in this space positions the brand as a champion of fun and community-driven experiences.

Gaurav Natekar, co-founder and CEO of WPBL, expressed his enthusiasm about Swiggy’s involvement: “We strongly believe that the World Pickleball League can become one of India’s best and most popular leagues in the next 3-5 years. Brands like Swiggy coming onboard as Team Owners for the World Pickleball League is a true testament to how the sport and the league is vibing with the masses. As one of India’s most-loved companies, Swiggy will add to the overall excitement and help us reach an even larger audience—not just for the league, but for the sport of Pickleball as well.”

The collaboration between Swiggy and the WPBL is a perfect blend of food, fun, and sport, ensuring a vibrant, engaging, and family-friendly atmosphere at the event. This partnership highlights Swiggy’s ongoing efforts to remain at the forefront of connecting with its consumers in innovative and meaningful ways.

Author: Sania Khan