MUMBAI: Kabaddi isn’t just about raids and tackles anymore, it’s about brands charging onto the mat too. As Season 12 of the Pro Kabaddi League (PKL) gets ready to storm Visakhapatnam on August 29, official broadcaster JioStar has announced four marquee sponsors: Shriram Finance Limited (BFSI), UltraTech Cement (Infrastructure), Birla Tilestix (Tile Adhesive), and energy drink giant Red Bull.
The timing is a marketer’s dream. With the festive season around the corner, PKL offers advertisers a golden chance to ride the wave of India’s second-largest sporting league. Season 11 drew over 283 million viewers across TV and digital, including 140 million in Hindi-speaking markets alone numbers that outperformed reality shows and talent hunts. Fans weren’t just tuning in; they were hooked, watching 64 per cent of game time per match on average.
Season 12 promises to turn up the volume. Expect a revamped format, richer storytelling, deeper fan interactivity, and expanded coverage across 10 plus TV channels and seven language feeds on JioHotstar. JioStar is betting that this multi-platform blitz will take engagement to record levels.
“PKL has built a loyal and growing viewership, making it one of the most followed sporting leagues in the country,” a JioStar spokesperson said. “Season 12 will build on this momentum by offering brands high-impact visibility and strong engagement with premium audiences.”
The action begins with a high-voltage Southern derby Telugu Titans vs Tamil Thalaivas setting the stage for another season of bruising raids, flying tackles, and, now, brand battles. With more sponsors expected to pile in, Season 12 looks set to prove that kabaddi isn’t just India’s ancient sport, it’s also modern marketing’s new playground.
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