ITC Foods snacking brand Bingo has entered into a collaboration with All India Pickleball
Association for a tenure of five years. This partnership has the objective of promoting Pickleball
in the country and make it more popular
Pickleball has witnessed a growth of around 275% in terms of players who are active in the last
three years and is estimated to cross one million active players by the year 2028. The sport is
played by more than 5 million players across as many as 84 countries with a female participation
rate of around 40%.
Bingo has long been known for popularizing ‘Boing’ or moments that are fun-filled. The idea of
fun-filled moments is now being incorporated within the game of pickleball making it a little bit
more playful. The partnership will result in ‘Boing All’ or a mix of Bingo and the ‘Love All’
beginning of Pickleball.
The Bingo! World Pickleball Championship started with Suresh Chand, VP – Head of Marketing
Snacks, Noodles, Pasta, ITC Foods’ presence along with the presence of Nyra Banerjee, Mandira
Bedi as celebrity guests and President of All India Pickleball Association – Arvind Prabhoo.
This collaboration makes way for a unique amalgamation between the identities of Bingo and
AIPA where Bingo brings a fun twist to the sport, encouraging newer athletes to join the
pickleball revolution in India.
