Shutterstock Studios Bets on Pickleball Boom with Carvana® PPA Tour Docuseries

Event summary

  • Shutterstock Studios premieres 'PARTNERS,' a six-part docuseries on the Carvana® PPA Tour, debuting May 5, 2026 on Prime Video, YouTube, and PickleballTV.
  • The series offers unprecedented behind-the-scenes access to professional pickleball, a sport with 19.8 million players in the U.S. and $30M+ in annual prize money.
  • Carvana®'s sponsorship and risk-taking enabled the project, aligning brand objectives with authentic storytelling.
  • Shutterstock Studios expands its long-form documentary slate, following recent projects like 'We Are King' and 'Surfing Through the Odds.'

The big picture

Shutterstock Studios' foray into professional pickleball content underscores the growing intersection of sports and branded entertainment. With pickleball's rapid expansion—now played in 78 countries—the docuseries positions Shutterstock to capitalize on niche sports' mainstream appeal. The project also highlights Carvana®'s strategic pivot toward culturally relevant storytelling, leveraging sports to deepen brand affinity.

What we're watching

Audience Engagement
Whether Shutterstock Studios can attract mainstream viewers beyond core pickleball fans.
Brand Integration
How Carvana®'s involvement shapes the series' authenticity and reception.
Content Strategy
The pace at which Shutterstock Studios scales its long-form documentary slate.

Related topics

Sports