iWorld
Pickleball gets a streaming smash as WPBL teams up with Sony Liv
MUMBAI: Pickleball is about to bounce onto a bigger screen. The World Pickleball League has announced an exclusive digital streaming partnership with Sony Liv, giving fans front-row access as the league gears up for its high-energy Season 2.
Under the deal, all 120 matches of Season 2 will stream live and on demand on Sony LIV, marking a sharp jump from the 90 matches played in the inaugural edition. The expanded season will run over 13 days and feature 56 players from 18 countries, underlining the league’s growing international ambitions.
Season 2 also raises the celebrity quotient. The seven teams are owned by high-profile names including Samantha Ruth Prabhu, filmmaker Atlee, cricketers Rishabh Pant and Sunil Gavaskar, actors Rakul Preet Singh and Jackky Bhagnani, along with the celebrity couple Riteish Deshmukh and Genelia Deshmukh.
The league, which is affiliated with the All India Pickleball Association, Asia Federation of Pickleball and the United World Pickleball Federation, is positioning itself firmly as a digital-first sports property aimed at young, urban audiences.
Announcing the partnership, WPBL founder and CEO Gaurav Natekar said the tie-up with Sony Liv would help the league scale faster and connect with fans across screens, as Season 2 brings more teams, more matches and a deeper talent pool.
From Sony LIV’s side, Rajesh Kaul noted that pickleball’s fast pace and celebrity involvement have already struck a chord with metro audiences, and the platform’s OTT reach will help deepen engagement through live action and behind-the-scenes content.
With a bigger calendar, a broader international mix and a high-visibility streaming partner, Season 2 of the World Pickleball League is shaping up as the sport’s biggest serve yet to India’s digital sports audience.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
