On 15 January, Global Sports revealed details of its upcoming Indian Open League 2025, a Pickleball Pro and Challenger tournament.

The league is pegged to be Asia’s largest pickleball tournament.

This sporting event, scheduled from 3-9 February 2025 in Mumbai, will feature a mix of international and Indian players.

Ten teams are set to participate in the first edition of the tournament.

They are:

Ahmedabad Olympians (owners: Anmol Patel and Aditya Gandhi); Bengaluru Blazers (owner: Amrita Deora); Chennai Cool Cats (owners: Anshuman Ruia, Radhika Ruia, and Yudi Ruia); Delhi Snipers (owners: Jai Gandhi, Krish, and Karyna Bajaj); Goa Gladiators (owners: Samrat Javeri, Atul Rawat, Rajesh Advani, and Sachin Bhansali; Hyderabad Vikings (owner: Akshay Reddy); Jaipur Jawans (owners: Luv Ranjan and Anubhav Singh Bassi); Kolkata Kings (owners: Varun Vora and Rohan Khemka); Mumbai Chhatrapati Warriors (owners: Janhvi Kapoor and Josh Majumdar and Nashik Ninjas (owner: Karishma Thakker).

The league boasts an impressive prize pool of USD 1,25,000 (more than a crore in INR) and aspires to cement its stature as a marquee event in the global pickleball calendar.

Global Sports has been at the forefront of pickleball’s meteoric rise in India. Since 2021, it has created over 50 courts in Mumbai and plans for national and international expansion, the organisation has built a comprehensive ecosystem encompassing state-of-the-art courts, premium equipment, expert coaching, and world-class tournaments.

Its flagship events, including the Indian Open and Monsoon Pickleball Championships, have been drawing global talent and celebrities.

Last week the sports management firm announced filmmaker Karan Johar as the brand ambassador. Additionally, Bollywood writer, director, and producer Shashank Khaitan serves as a partner along with Yuvi Ruia. 

By fostering community engagement and transforming pickleball into a lifestyle and cultural phenomenon, Global Sports strives to set the gold standard for the sport in India and beyond.

To understand more about the sports management firm's plans to scale the uptake of the sport in the country and how it aims to get brands to bet on the league, we spoke to Hemal Jain, founder-partner, Global Sports during the event.

Edited excerpts: 

With the Indian Open 2025 positioning itself as Asia's largest pickleball event, how do you see the sport evolving in India, especially among urban youth? Will this sport be a lasting uptake?

Many new sports are emerging, but pickleball stands out as a unique one. It appeals to all age groups and genders, with no distinction between them. This sport will gain momentum because it's easy to play, affordable, and accessible. It's especially great for the youth, and those who might not be able to play other racket sports can still enjoy it. Pickleball has the potential to engage a wide range of people, from young adults to senior citizens. Once things are streamlined, this sport is set to grow significantly.

What are your expectations for the 2025 edition in terms of audience engagement and visibility for this edition?

To enhance audience engagement during the tournament, we have introduced unique experiences this time, catering not only to the participants and players but also to the spectators. We have set up interactive stalls where visitors can engage in other sports, like table tennis, and there’s even a kids’ area for families. Since pickleball is a family-friendly sport, where a grandfather can play with his grandson, we want everyone to feel involved. While the grandfather is playing, the children and grandchildren can participate in various activities rather than just watching the match. This year, we’re focusing on greater audience engagement. Additionally, we have a fantastic central facility featuring music and other entertainment, ensuring there’s plenty of on-ground excitement for everyone.

Regarding brand associations, how has the momentum been for the tournament? Which brand sectors have shown interest?

Currently, as you know, we have 10 team owners representing a diverse mix of industries. This includes Bollywood celebrities, actresses, directors, corporate leaders, and even real estate developers. It’s a dynamic combination of various sectors coming together for pickleball, recognising the potential and excitement this game offers. This sport truly appeals to industries, making it a unifying platform for growth and engagement.

How will Bollywood influence such as Karan Johar help with the uptake? What led you to pick him as the brand ambassador? What values align that made him the perfect fit for The India Open 2025 tournament?

Pickleball is more about pop culture than being a purely competitive sport. It’s a game that embodies fun and inclusivity, and who better to represent that vibe than Karan Johar? That’s why we brought him on board and now the ball is rolling!

Regarding marketing, what is the plan and what is the split like?

Since the community is still growing, we’re primarily using WhatsApp, news media, digital platforms, and social media for our marketing campaign. It has been very effective so far, with over 1,800 players already registered. Right now, our focus is primarily on social media.

Given that the World Pickleball League is just a week before The India Open tournament, has it been a challenge to bring in partners?

Not really, because our tournament is open to all players. We have at least 50% Indian players and 50% international players, so there is no competition or conflict with other leagues.

In regards to the audience, how are you educating the viewer about this tournament? Are there initiatives to spread awareness in tier two or three cities, or is the primary focus going to metro cities?

The game is still in its early stages, and many people are still unfamiliar with pickleball. It's taking time to gain traction, but I believe it won't be difficult to spread it to tier-two and three cities. We already have a player from Jalgaon whom we have signed and sponsored. She used to play barefoot on a cow dung court. Gradually, more people are discovering the sport. While it's gaining rapid momentum in cities, it will take some time to reach smaller towns.

Will this be telecasted live on TV? If not, are there any plans to do that in the future and get a digital/broadcast partner?

We will be offering live streaming and are in discussions with a few OTT platforms. Once the deals are finalised, we will make an official announcement. In the meantime, we already have live streaming available on our Global Sports YouTube channel. We haven’t yet reached out to any broadcast channels. 

Lastly, how do you aim to grow this tournament and scale? Will there be any platform to attract international partnerships and collaborations for future growth?

We believe that brands are drawn to sports with strong infrastructure, a large number of players, and significant viewership. Following this tournament, we plan to set up around 100 more courts across India by the end of the year. This will help nurture more players and athletes, providing them with opportunities to compete both nationally and internationally. As we continue to build this community, we believe brands will increasingly be attracted to the sport, recognising its potential for marketing and sponsorship opportunities.