Natekar Sports and Gaming (NSG), spearheaded by former India’s top tennis star Gaurav Natekar, in collaboration with Sony Entertainment Talent Ventures India (SETVI), has unveiled the World Pickleball League, heralding a new era for the rapidly growing sport.

The World Pickleball League, endorsed by SETVI, a joint venture between Sony Music Entertainment and Sony Pictures Entertainment, marks a significant milestone in the global sports arena.

With a commitment to invest over $10 million in India and APAC countries over the next 3-5 years, the league aims to elevate pickleball to international prominence, blending sports, entertainment, and fun to captivate players, brands, and fans worldwide.

Pickleball, a racquet sport amalgamating elements of table tennis, badminton, and tennis, has garnered over five million players across 84 countries, becoming one of the world’s fastest-growing sports, renowned for its inclusivity and appeal to all age groups.

With a ten-year multi-country licensing agreement with the All India Pickleball Association (AIPA), affiliated with the International Pickleball Federation (IPF), the World Pickleball League is poised to drive the international expansion of the sport. By nurturing talent from grassroots to professional levels, NSG aims to break gender barriers, encouraging widespread participation across demographics.

Gaurav Natekar, Founder and CEO of NSG, expressed his vision to cultivate pickleball’s growth nationwide, leveraging the league as a catalyst for promoting the sport and attracting brand investments, both domestically and internationally.

Echoing the sentiment, Arvind Prabhoo, President of AIPA and IPF, highlighted the league’s role in fostering a thriving community of pickleball enthusiasts and nurturing future stars.

SETVI’s CEO Nachiket Pantvaidya emphasized the company’s dedication to supporting innovative sports ventures, underscoring the league’s potential to promote health, fitness, and inclusivity through sports on a global scale.

The inaugural World Pickleball League will feature six franchises, each comprising 6 to 8 players, blending leading international talents with Indian prospects. With a focus on developing emerging players, each franchise will also include junior athletes, offering them invaluable exposure and experience at the highest level of competition.