Warner Bros. Discovery has announced that Eurosport India will introduce pickleball to its broadcast portfolio in 2026, expanding its focus on emerging global sports properties. As part of this move, the channel will provide exclusive coverage of World Pickleball League Season 2, scheduled from 24 January to 8 February 2026 at Jio World Garden in Mumbai.
From a marketing and media standpoint, the decision reflects how broadcasters are increasingly investing in fast-growing sports to diversify audiences and create new commercial opportunities. Pickleball, one of the world’s fastest-growing sports, offers accessibility, shorter formats and high engagement potential, making it attractive for broadcasters and advertisers alike.
Arjun Nohwar, SVP and managing director, India and South Asia, Warner Bros. Discovery, said, “Introducing pickleball to Eurosport India’s broadcast line-up is a natural extension of our commitment to building the next generation of sports in the country. Expanding on our efforts to bring marquee sports properties to fans through consistent, high-quality broadcast and storytelling, pickleball represents an exciting opportunity to engage audiences with a sport that is witnessing strong global momentum.”
Eurosport India’s coverage of WPBL Season 2 will feature top international players, underlining the league’s ambition to position itself as a global sporting property. According to the organisers, players from over 25 countries registered for the draft, with representation from 18 nations set to feature during the season.
Gaurav Natekar, founder and CEO, World Pickleball League, said, “The broadcast partnership with Eurosport India is a natural progression in World Pickleball League’s growth journey. It enables us to reach millions of new viewers internationally as the league continues to expand.”
Emerging sports such as pickleball present opportunities to engage early with audiences before clutter sets in. The ‘sportainment’ positioning of WPBL Season 2, which combines elite competition with a festival-like atmosphere, also opens up avenues for integrated brand storytelling beyond traditional sponsorships.
Eurosport India has indicated that its approach will focus on sustained storytelling rather than one-off event coverage. By investing in production quality and consistent narrative building, the channel aims to create long-term visibility for the sport and deepen fan engagement.
With the tournament being hosted in Mumbai, the partnership also highlights India’s growing role as a destination for international sporting events and new-age sports entertainment. For the media industry, it underlines how broadcast platforms are recalibrating their portfolios to include emerging sports that align with evolving viewer preferences.