The partnership allows the brand to tap into the rising popularity of pickleball, and to engage a broader, younger audience
Pune: Leading jewellery brand PNG Jewellers has announced a strategic partnership with the World Pickleball League (WPBL), signing up to be the ‘Powered-by partner’ of the property in a multi-year deal. This marks an exciting collaboration between a renowned jewellery brand with a rich heritage and India’s first franchise-based pickleball league, and links PNG Jewellers to the world of sports and entertainment.
The World Pickleball League, co-founded by Gaurav Natekar and Arati Ponnappa Natekar, has six teams, and features top Indian and international pickleball players. Scheduled to begin on January 24, 2025, WPBL blends sport, entertainment, pop culture and fashion, while creating a platform for Indian talent to compete with global players.
The partnership between PNG Jewellers and the World Pickleball League represents a strategic move to engage a broader, younger audience through the fast-growing intersection of sports and entertainment, known as ‘sportainment’. Association with pickleball, a popular sport with women, aligns well with PNG Jewellers’ ongoing efforts to empower women, making the partnership not just a business collaboration, but a meaningful initiative to connect with the community.
The partnership allows PNG Jewellers to tap into the rising popularity of pickleball, while enhancing its appeal in regions where these events are gaining traction. The ‘sportainment’ model amplifies brand visibility and appeal while reinforcing its relevance in today’s ever-evolving market.
In a statement, Saurabh Gadgil, Chairman and Managing Director of PNG Jewellers, expressed his excitement about the partnership, saying, “After our successful IPO earlier this year, we have been actively finding ways to engage with our target audience and connect with them on a deeper level. The World Pickleball League’s mission to create a compelling sportainment property aligns perfectly with our marketing plans. That it is a popular sport with women further supports our endeavour to empower women.”
The partnership comes at a time when the World Pickleball League is seeing a surge in interest and investment, marking the brand as a forward-thinking, dynamic player in the market.
With a legacy spanning over 192 years, PNG Jewellers has grown from a single traditional store to a chain of outlets. It has a retail strength of 38+ stores across Maharashtra and Goa.
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