The second season of the Pro Panja League, India’s premier arm-wrestling competition, has kicked off on August 5, demonstrating the league’s commitment to diversity and grassroots development.
Season 2 is currently underway in Gwalior, signifying a strategic shift from the debut in Delhi to a city closely related to the sport’s grassroots growth, thanks to a major ranking tournament conducted there in 2022.
The concept has six high-performing teams, Mumbai Muscle, Jaipur Veers, Kiraak Hyderabad, Sher-e-Ludhiana, Rohtak Rowdies, and newcomers MP Hathodas, competing in ten weight categories (men, women, and para athletes) in a fiercely athletic, Indian Premier League (IPL)-style franchise model. Season 1 had eye-opening results: 32 million unique TV viewers on Sony Sports and DD Sports, with over 1.2 billion views across digital platforms, a sign that the sport’s popularity is increasing.
The ongoing season of the PPL is more than simply another chapter; it’s a deliberate effort to solidify arm wrestling’s place on India’s athletic calendar and ignite its popularity across the country.
Ahead of the season, SportsMint Media had the opportunity of exclusively interviewing the founders of PPL, Mr Parvin Dabas and Ms Preeti Jhangiani. In this interaction, the duo discussed about the business model of PPL, ROI for brands, building a long-term sports IP, and more.
1. Pro Panja League has returned for its second season, how thrilling is this moment for you both, and what has the road to this point looked like?
Parveen: It’s exciting, but honestly, there’s no time to dwell on that right now. There’s so much work—coordination, oversight, making sure all the details are in place—that there’s hardly time to feel the excitement. I think it will hit us once we complete the season successfully. The real satisfaction comes from doing a great job, not just from having reached a second season.
Preeti: For me, there’s a lot of excitement. And there’s also a huge buzz in the arm-wrestling community and even the broader sporting world for Season 2, especially after the strong viewership we saw in Season 1. I’m confident a lot more people will tune in this time.
2. Both of you come from the world of cinema. What inspired you to build a professional sports league?
Parveen: I’ve always loved sports and wanted to give back by building a community. I see arm-wrestling as a combat sport, and being a combat sports fan, I wanted to uplift a community that was otherwise overlooked. Arm-wrestling in Punjab has always been exciting, but it was played mostly at an amateur level. We wanted to present it in a professional, glamorous, and well-marketed way.
Preeti: Sports is also entertainment, and our background in films gave us an understanding of what audiences enjoy. Arm-wrestling has a universal connect—almost everyone has played it at some point. That’s why it resonates. For Season 2, we have big news: the international community will also be able to watch the league. We’ll be announcing our streaming partner soon.
3. In what ways has the business model developed since Season 1?
Parveen: It’s constantly evolving. As a non-cricket sport, we’re proud to have attracted big-ticket sponsors. We’re aiming for long-term relationships with brands that see ROI and brand synergy in the sport.
Preeti: What’s unique about arm-wrestling and Pro Panja is that we have tournaments year-round—not just the 17-day marquee league. We also run single-day and double-day events, similar to UFC Fight Nights. That means brands get visibility throughout the year, which is a big plus.
4. From a sponsor’s perspective, what does ROI look like for Pro Panja League?
Parveen: ROI in sports is often about brand recall and audience engagement. A good example from the IPL is the Dream11 ads—people remembered them because of how they were executed. For us, if fans connect the brand with the league, that’s powerful ROI.
5. What’s your approach to building a long-term sports IP in a challenging market?
Parveen: Sustainability is key. We keep costs efficient to ensure the ecosystem becomes profitable sooner. In sports, you usually have a 2–3 year investment phase before you see returns, so patience is important.
Preeti: Innovation is also critical. Each season, we work on creating a unique visual language for the sport. We had strong viewership in Year 1, and with better numbers this year, sustainability and growth will follow.
6. Sony and FanCode are on board again for Season 2. How smooth or challenging were the renewal discussions?
Parveen: This year’s talks were much shorter—broadcasters had already seen the product and knew it worked. The first season required longer discussions since no one knew what to expect.
Preeti: Sony Sports has been amazing. We’re airing right after the India–England series, so our promos have been running during cricket broadcasts, which is a huge advantage. Fancode also loved our exclusive two-hour OTT window last season, and they’re on board again.
7. What was your biggest learning from Season 1, and where do you see PPL in the future?
Parveen: The market is bigger than we thought. Viewership came not only from tier-2 and tier-3 towns but also from metros and even overseas. Families, kids, and women all engage with it. That was a pleasant surprise.
Preeti: We see Pro Panja growing both domestically and internationally. We’ve already held an event in Dubai and plan more. Long term, we’d love to see arm-wrestling in the Olympics—it’s a sport with huge viewership, over 1.2 billion social media views, and massive athlete participation.
