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Chirag
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Elev8 & Pickle8 • 4h
Brands that wait for the next cricket will lose the next generation. The new battleground is on padel courts and pickleball turfs. Indian consumer giants are rushing in. McDonald’s India West and South partnered with the Indian Padel Academy to build courts coaching and city leagues. A Nazara Technologies subsidiary bought the Mumbai franchise in the Indian Pickleball League. Zomato’s parent is preparing court and turf bookings under District and Swiggy is already co owner of the Mumbai team in the World Pickleball League. ITC Foods has a five year partnership with the All India Pickleball Association. Padel and pickleball are not niche. They are youth culture community building and everyday lifestyle all rolled into one. These sports give brands direct access to players not passive viewers. If your brand waits it will be late. The courts are coming up the leagues are filling up and the first mover advantage is shrinking fast. This is not niche. This is next.
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