The sport has been termed modern, innovative and entertaining. And no, we are not talking about cricket. As Tata Motors inks a three-year sponsorship deal with Pro Kabaddi League as Associate Sponsor, and continues its association with the UP Yoddha team for the second year as its principal sponsor, the league is doing more than simply proving the commercial viability of the professional sport: It’s boosting the popularity of kabaddi overall.

According to Nielsen Sports, interest in kabaddi has grown by 14 per cent year-over-year since 2015, while interest in Pro Kabaddi League (PKL) has grown 33 per cent, making it the second-most popular and watched sports league on TV in India after the Indian Premier League.

“Smart production and packaging of content on TV, alongside an innovative take on the construct, format and presentation of kabaddi has seen PKL transform how people are engaging, experiencing and enjoying the sport,” says Ravi Chavan, Managing Director, Nielsen Sports, India.

High returns

From a commercial perspective, PKL has created a platform that is affording sponsors high returns on investment, which, in turn, has brought on a raft of leading brands. Balkrishna Industries (BKT), which deals in the off-highway tire market, inked a multi-franchise sponsorship deal in PKL, signing with seven of the 12 franchisees. BKT will come on board as the official tire partner for the seven marquee teams — Patna Pirates, Puneri Paltan, Tamil Thalaivas, Telugu Titans, UP Yoddha, Bengaluru Bulls and Haryana Steelers for the ongoing season.

The deal envisages BKT brand visibility on the official kits of these seven teams, apart from its presence across teams’ in-stadia branding. With the partnership, the BKT Group aims to not only support and sustain kabaddi to see talent grow, but also help populate the sport. IMG-Reliance, BKT’s sports consulting agency, played a key role in identifying and forging the partnership. Rajiv Poddar, Joint Managing Director, BKT Tires, notes since the viewership and followers for the teams has grown exponentially over the years, the decision to partner them was an easy one.

Talking about the impact of fitness in a three-month long league, Rishank Devadiga, Captain, UP Yoddha said: “Earlier the season was shorter, and the chances of injury were higher. With a three-month long league, there is enough time for players to rest and recuperate.”

Similar step

Last season, Vivo, the Pro Kabaddi League’s title sponsor and a leading global smartphone brand, helped drive fans’ in-stadia experiences and commercial value of live sport attendance. Brands like Indo Nissin also partnered to promote kabaddi and engage the growing fanbase by launching its special edition Top Ramen packs across the country last season.

Aiming to promote and encourage sporting talent across India and overseas, the Commercial Vehicles Business Unit of Tata Motors’ partnership with PKL is a step in a similar direction.

Girish Wagh, President-Commercial Vehicle Business Unit, Tata Motors points out that games like kabaddi have always been at the forefront to connect with the masses. In India, an indigenous sport like kabaddi, that has been around for thousands of years, enjoys a considerable following among the masses. Unlike cricket though, its relatively recent and more mainstream counterpart, kabaddi does not garner the recognition and monetary compensation it warrants, says the company. By forging a three-year alliance with PKL, Tata Motors aims to alter this scenario.

Similarly, FMEG (Fast Moving Electrical Goods) company Syska Group, has partnered with Pro Kabaddi’s U Mumba Team as official grooming partner this year. Rajesh Uttamchandani, Director, Syska Group says the home-grown company is passionate about promoting Indian-origin sports and aims to encourage Indian athletes.

Related Topics
comment COMMENT NOW