Pickleball Inc. — the parent company of the PPA Tour and Major League Pickleball — this week announced a partnership with the Pickleball World Cup designed to accelerate the growth of international pickleball through expanded competition, commercial collaboration and global media distribution.

According to a news release, Pickleball Inc. will serve as the exclusive media rights and commercial sponsorship partner for the Pickleball World Cup while also collaborating on broadcast distribution, marketing, partnerships, business development and fan engagement initiatives to elevate one of pickleball’s biggest international competitions.

Founded in 2023 by Peruvian siblings Hercilio Cabieses and Miranda Cabieses, the Pickleball World Cup has rapidly become a showcase for international pickleball competition, bringing together players from around the world to compete for their home countries.

One of the most significant components of the partnership is that Pickleball Inc. has lifted its previous restriction on PPA Tour player participation in the Pickleball World Cup, allowing eligible professionals to represent their home countries starting in 2027.

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“We are incredibly excited to partner with Pickleball Inc. and unlock the tremendous opportunities this relationship will create. We started this journey with the goal to see pickleball in the Olympics, and with the expertise and resources of Pickleball Inc. we are a step closer,” Hercilio Cabieses said in the news release. “Their experience and leadership in professional pickleball, media, and commercial partnerships will help elevate every aspect of the event, and will allow the world’s best players to join us in creating an unforgettable experience for athletes, fans, and federations alike.”

Added Pickleball Inc. CEO Connor Pardoe: “The Pickleball World Cup embodies everything that makes international sports so compelling: national pride, elite competition, and the ability to unite people through sport. Hercilio, Miranda and their team have built something truly special, and we are excited to help expand its global reach while creating new opportunities for players and fans around the world.”

The partnership with the Pickleball World Cup is the latest international move involving Pickleball Inc. Over the past few years the organization has formed PPA Asia, PPA Australia, PPA Canada, PPA Italy and PPA Spain, with more international opportunities on the horizon. Currently, PPA Tour athletes in the Top 20 across disciplines (singles, doubles and mixed doubles) represent 18 different countries.

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“This is one of many important steps toward establishing pickleball as a truly global sport,” said Chris Patrick, President of International at Pickleball Inc. “For our PPA professionals, this continues to open new ground, the chance to represent their country on an international stage, build their profile with new fan bases, and grow their earning potential beyond the domestic tour. It’s the kind of global opportunity our athletes have been asking for, and it’s a meaningful step as we continue building toward the future and pursuing our Olympic aspirations.”

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