Corporate giants, celebrities fuel India’s pickleball revolution

MUMBAI: The World Pickleball League (WPBL), India’s first franchise-based pickleball league, has sparked significant corporate investment and celebrity participation. Launched on Friday at Mumbai’s Brabourne Stadium, the WPBL brings together top companies and renowned personalities to promote the rapidly growing sport.

The league features six teams: Mumbai Pickle Power, co-owned by Swiggy and Rishabh Pant; Bengaluru Jawans, owned by Priya Atlee and Atlee; Chennai Super Champs, led by Samantha Ruth Prabhu; Pune United, supported by Sudhir and Sunanda Mehta (EKA Mobility and Pinnacle Industries), Ajeenkya and Pooja Patil (Ajeenkya DY Patil University), and Riteish and Genelia Deshmukh; Hyderabad Superstars, backed by KLO Sports, Rakul Preet Singh, and Jackky Bhagnani; and Dilli Dillwale, owned by Ashok Amritraj (Hyde Park Entertainment), Ankiti Bose and Krishan Rattan (Terra Invest), and Sunil and Rohan Gavaskar.

The league, spearheaded by Natekar Sports and Gaming (NSG) under former tennis player Gaurav Natekar, has secured backing from Sony Entertainment Talent Ventures India (SETVI). NSG plans to invest $10 million in the league over the next 3–5 years. SETVI, a joint venture between Sony Music Entertainment and Sony Pictures Entertainment, plays a key role in the league’s operations.


Each WPBL team consists of 6–8 players, blending Indian and international talent. With pickleball played in 84 countries by over five million people, the league aims to capitalise on the sport’s surging global popularity.

NSG has signed a ten-year licencing agreement with the All India Pickleball Association (AIPA), affiliated with the International Pickleball Federation (IPF). The league is expected to reach over 30 million households, promoting pickleball as a community-building and socially engaging sport.
Matches are available to watch on FanCode and Sony Sports. Sponsors supporting the WPBL include PNG Jewellers, Dove Men+Care, Barclays, and Volvo.

According to AIPA, pickleball is played in 18 Indian states, with 8,000 registered players and 35,000 amateurs. The organisation forecasts the player base to grow to one million within five years.

The league’s format involves five ties per team during the group stage, with the top four advancing to semi-finals, culminating in a final on 2nd February. A total of 90 matches are scheduled, starting with Mumbai Pickle Power versus Pune United and Bengaluru Jawans versus Chennai Super Champs.

Corporate leaders and celebrities have voiced their excitement about the WPBL.

Swiggy CEO Rohit Kapoor praised pickleball’s accessibility and its alignment with Swiggy’s ethos of delivering joy. Atlee and Priya Atlee likened sports to cinema, emphasising their shared power to evoke emotions and build communities.

Dr Sudhir Mehta highlighted pickleball’s connection with Pune’s culture of innovation and fitness, while Riteish Deshmukh noted its appeal across generations. Genelia Deshmukh remarked on the sport’s ability to enrich lives through camaraderie and wellness.

Srinath Chittoori of KLO Sports underlined the importance of fostering local talent. Rakul Preet Singh called the WPBL a pivotal chapter in her sporting journey, expressing hopes of inspiring players nationwide. Jackky Bhagnani shared similar sentiments, aiming to encourage more people to take up the sport.

Ashok Amritraj noted the league’s potential to blend competitive sports with compelling stories for a global audience. Sunil Gavaskar lauded Dilli Dillwale’s resilience and teamwork, expressing confidence in their success.