For a long time, Pickleball in India was seen through a narrow lens—as a casual, recreational sport played mostly in gated communities, clubs, or by fitness enthusiasts looking for a lighter alternative to tennis or badminton. This perception was largely true until 2024. However, the narrative has changed rapidly over the last two years, and by 2026, it is clear that Indian media is not ignoring Pickleball. In fact, the sport is steadily finding its place in mainstream coverage, driven by structural growth, corporate investment, and increasing player participation.
Pickleball is often compared with legacy sports like cricket, football, or badminton, which have decades of institutional backing, broadcast ecosystems, and mass following. When measured on its own growth curve, Pickleball’s media presence in India has expanded significantly between 2025 and 2026.
From Recreational to Organised Sport (2024–2025 Shift)
In 2024, Pickleball in India largely existed as a participation-driven sport. Courts were limited, tournaments were localized, and most events operated without professional production or long-term planning. Media coverage at this stage was naturally minimal because the ecosystem itself was still forming.
The real shift began in 2025. Two key indicators changed the game:
Court capacity increased across metros and Tier-2 cities.
Active player strength rose sharply, with structured academies, leagues, and ranking-based tournaments emerging.
Once these fundamentals improved, Pickleball became more “media-ready.” Organized sport attracts storytelling, sponsorships, and broadcast interest—and this is exactly what happened next.
Times Group and the Indian Pickleball League
One of the strongest counters to the “media ignoring Pickleball” argument is the involvement of the Times Group. In December 2025, Times Group provided regular coverage to the Indian Pickleball League (IPL) designed by the Indian Pickleball Association (IPA).
The Times Group does not associate with sports properties without long-term visibility and scalable potential. Their coverage helped:
Introduce structured league narratives to a wider audience.
Position Pickleball alongside other emerging sports in India’s media ecosystem.
Such involvement indicates strategic intent, not casual experimentation.
Sony Entertainment Ventures and the World Pickleball League
Perhaps the most defining moment for Pickleball’s media evolution in India has been Sony Entertainment Ventures’ investment and execution of the World Pickleball League (WPL).
Sony’s commitment goes beyond broadcasting—it includes event organization, athlete branding, storytelling, and fan engagement. The announcement of Season 2 of the World Pickleball League, scheduled from 24th January to 2nd February 2026, reinforces the fact that Pickleball is no longer a one-season experiment.
Indian broadcasters are risk-averse by nature. Sony backing a second season proves:
Season 1 met viewership and engagement benchmarks.
Brands see commercial value in Pickleball audiences.
The sport is building continuity, which media houses prioritize.
If Indian media were intentionally ignoring Pickleball, investments of this scale simply wouldn’t happen.
Another strong indicator of Pickleball’s growing relevance is Warner Bros. Discovery’s decision to include Pickleball in Eurosport India’s sports portfolio.
Eurosport is known for nurturing non-mainstream sports—cycling, winter sports, combat sports—and turning them into broadcast-friendly products. Adding Pickleball aligns perfectly with their global strategy of spotlighting emerging sports with strong participation numbers.
This move ensures:
International production standards for Pickleball coverage.
Exposure to multi-sport audiences already tuned into Eurosport.
Long-term archival and digital presence beyond live matches.
Such inclusion reflects confidence in Pickleball’s sustainability, not novelty value.
While traditional media often takes time to scale coverage, digital platforms have already embraced Pickleball. Several dedicated social media pages now consistently share:
Tournament updates
Player profiles
Match highlights
Grassroots stories
Community-led initiatives
This digital-first momentum is important because modern sports growth no longer depends solely on television. Platforms like Instagram, YouTube, and short-form video apps are shaping fan bases much earlier in a sport’s lifecycle.
Pickleball’s social media growth mirrors what kabaddi, MMA, and women’s cricket experienced during their early expansion phases.
Why the “Ignored” Narrative Still Exists
The perception that Pickleball is ignored often arises because:
It doesn’t yet dominate prime-time headlines.
It hasn’t reached rural mass penetration.
Star athletes are still emerging.
However, media attention follows scale, not ambition. Pickleball is currently in its institutional building phase, and the media response so far has been proportionate and positive.
Final Perspective:
So, is Indian media purposely ignoring Pickleball in 2026?
From Times Group’s league coverage and Sony’s World Pickleball League to Warner Bros. Discovery’s Eurosport inclusion and strong social media ecosystems, Pickleball is steadily earning its media space. The sport has moved beyond recreation and is now entering a structured, broadcast-friendly phase.
Pickleball in India is not being ignored—it is being introduced carefully, strategically, and sustainably. And if current trends continue, the next few years could see it become one of India’s most covered emerging sports.
Pickleball & Indian Media (2024–2026): Structured Overview
| Aspect | Details |
|---|---|
| Early Perception (Pre-2024) | Pickleball in India was largely viewed as a casual, recreational sport, mostly played in gated communities, clubs, and by fitness enthusiasts seeking a lighter alternative to tennis or badminton. |
| Reality Until 2024 | This perception was largely accurate due to limited courts, low tournament scale, minimal professional structure, and negligible media involvement. |
| Narrative Shift (2025–2026) | The sport witnessed rapid transformation driven by infrastructure growth, corporate investment, and rising active player participation, making it media-ready by 2026. |
| Comparison With Legacy Sports | Unlike cricket, football, or badminton—sports with decades of institutional and broadcast backing—Pickleball must be evaluated on its own growth curve rather than mass dominance. |
| Media Growth Timeline | Pickleball’s media presence expanded significantly between 2025 and 2026 as the ecosystem matured and became commercially viable. |
| Nature of Sport in 2024 | Primarily participation-driven with localized tournaments, limited courts, no long-term planning, and minimal professional production. |
| Reason for Limited Early Coverage | Media coverage was low because the ecosystem itself was still forming and lacked scale, continuity, and broadcast-ready formats. |
| Key Shift Year | 2025 marked the inflection point for Pickleball’s organized growth in India. |
| Infrastructure Growth | Court capacity increased across metros and Tier-2 cities, improving accessibility and regular play opportunities. |
| Player Base Expansion | Active player strength rose sharply, supported by structured academies, leagues, and ranking-based tournaments. |
| Media Readiness | Improved fundamentals made Pickleball suitable for storytelling, sponsorship integration, and broadcast interest. |
| Times Group Involvement | Times Group provided regular coverage to the Indian Pickleball League (IPL) designed by the Indian Pickleball Association in December 2025. |
| Significance of Times Group Coverage | Demonstrated long-term intent, scalability, and mainstream positioning rather than experimental or casual coverage. |
| Impact of IPL Coverage | Introduced structured league narratives and placed Pickleball alongside other emerging sports in India’s media ecosystem. |
| Sony Entertainment Ventures Role | Invested in and organized the World Pickleball League (WPL), marking a major leap in professional execution and media visibility. |
| World Pickleball League – Season 2 | Scheduled from 24 January to 2 February 2026, proving the league’s continuity and commercial success. |
| Sony’s Broader Contribution | Beyond broadcasting, Sony focused on event organization, athlete branding, storytelling, and fan engagement. |
| What Season 2 Confirms | Season 1 met viewership benchmarks, brands see commercial value, and Pickleball is no longer a one-season experiment. |
| Broadcaster Risk Profile | Indian broadcasters are typically risk-averse, making Sony’s continued backing a strong validation of the sport. |
| Warner Bros. Discovery Move | Announced inclusion of Pickleball in Eurosport India’s sports portfolio. |
| Eurosport’s Strategy Fit | Eurosport is known for scaling non-mainstream sports like cycling, winter sports, and combat sports into broadcast-friendly properties. |
| Benefits of Eurosport Inclusion | Ensures international production standards, exposure to multi-sport audiences, and long-term digital and archival presence. |
| Signal to Ecosystem | Reflects confidence in Pickleball’s sustainability rather than treating it as a novelty sport. |
| Digital & Social Media Role | Digital platforms adopted Pickleball faster than traditional media, driving early audience formation. |
| Content Shared on Social Media | Tournament updates, player profiles, match highlights, grassroots stories, and community-led initiatives. |
| Importance of Digital-First Growth | Modern sports growth no longer depends solely on television; social platforms shape fan bases earlier in the lifecycle. |
| Comparable Growth Examples | Pickleball’s digital rise mirrors early phases of kabaddi, MMA, and women’s cricket in India. |
| Why “Ignored” Narrative Persists | Lack of prime-time dominance, limited rural penetration, and absence of established star athletes. |
| Reality Check on Media Coverage | Media attention follows scale and continuity, not ambition alone. |
| Current Phase of Pickleball | Institutional building phase with proportionate, steady, and positive media response. |
| Final Answer to Core Question | Indian media is not purposely ignoring Pickleball in 2026. |
| Overall Media Indicators | Times Group coverage, Sony’s WPL, Eurosport inclusion, and strong social ecosystems confirm growing acceptance. |
| Current Status of the Sport | Pickleball has moved beyond recreation and is entering a structured, broadcast-friendly phase. |
| Future Outlook | If current trends continue, Pickleball could become one of India’s most covered emerging sports in the coming years. |
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