UPKL ties up with Screenox as cinema partner for season two

MUMBAI: The Uttar Pradesh Kabaddi League has added extra muscle to its marketing push by partnering with Screenox as its official cinema partner for season two, which begins on 24 December 2025. The deal gives UPKL access to more than 900 branding sites across PVR INOX cinemas nationwide, offering the league a powerful spotlight in the run-up to its return.

The collaboration aims to boost awareness among cinema-goers across metros such as Mumbai, Kolkata, Hyderabad, New Delhi, Ahmedabad and Bengaluru, along with key tier 1 and tier 2 cities. Screenox, in turn, will tap into the league’s growing popularity to drive its own on-ground visibility in Uttar Pradesh and beyond.

Screenox founder Gautam Gulati, said the association felt like a natural fit. “Kabaddi has become one of the most passionately followed sports in our country, and UPKL’s dedication to nurturing talent at the grassroots aligns with our mission. We look forward to amplifying the league’s presence across our PVR INOX network.”

SJ Uplift Kabaddi CEO Aishwarya Gautam, welcomed the partnership, noting that it strengthens the league’s ambition to push kabaddi firmly into the mainstream. “Together, we hope to bring the excitement of the sport to a wider and more diverse audience while shaping a richer fan experience across the country.”

Season Two will be played at the Noida Indoor Stadium from 24 December, with live broadcasts on Zee Bollywood, &Pictures HD and Anmol Cinema 2, alongside streaming on Zee5. UPKL, owned and operated by SJ Uplift Kabaddi, attracted support from more than a dozen national brands in its inaugural season, setting the stage for a bigger, bolder second edition.