Sony Entertainment Talent Ventures India backs World Pickleball League
Sony Entertainment Talent Ventures India (SETVI) has backed the World Pickleball League, a global professional pickleball league launched by Natekar Sports and Gaming (NSG), owned by former Indian tennis player Gaurav Natekar.
NSG plans to invest over $10 million over the next 3–5 years in the global professional pickleball league. SETVI is a joint venture between Sony Music Entertainment and Sony Pictures Entertainment.
The inaugural global pickleball league will consist of six franchises, each featuring 6–8 players, comprising a mix of leading international players from all over the world and Indian talent.
Pickleball is a racquet sport that combines elements of table tennis, badminton, and tennis and can be played indoors in singles or doubles on a court.
With over five million players across 84 countries, pickleball is one of the fastest-growing sports in the world, known for its accessibility and appeal to all ages ranging from 5 to 70 years old.
NSG has signed a multi-country licensing agreement for ten years with the All India Pickleball Association (AIPA), which is affiliated with the International Pickleball Federation (IPF).
The World Pickleball League aims to reach over 30 million households and engage middle- and upper-middle-class segments across the country to harness the social and community-building aspects of pickleball, making it a popular leisure activity that brings people together.
“SETVI is committed to supporting innovative sports ventures. Our partnership with Natekar Sports & Gaming
