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Fortune
Fortune
Chris Morris

QVC adds live sports with multiyear USA Pickleball deal

QVC
Anna Leigh Waters of the New Jersey Fives rallies the ball during a Major League Pickleball match . (Credit: Andrew Mordzynski/Icon Sportswire via Getty Images)

QVC, the home shopping network that has been a fixture on your television for more than 35 years, is looking to attract a new audience.

The network has signed a multiyear deal to be the sole broadcaster of USA Pickleball games on its networks and QVC+ and HSC+ streaming platforms starting this November, with the league’s 2024 Biofreeze USA Pickleball Championship.

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