The Uttar Pradesh Kabaddi League (UPKL), the state-level kabaddi competition focused on talent development and grassroots growth, has appointed Live Your City as its official ticketing partner for Season 2.
Under the agreement, Live Your City, the experiential and ticketing vertical of Fever, will manage end-to-end digital ticketing for the upcoming season. The partnership covers ticket discovery, sales, and fan access across all host venues in Uttar Pradesh, with a focus on improving ease of purchase and matchday access for spectators.
The collaboration is aimed at strengthening the league’s live event infrastructure as it scales its second season. By integrating Fever’s technology-led ticketing platform, the Uttar Pradesh Kabaddi League is targeting higher stadium attendance, improved operational efficiency, and stronger engagement with younger, digitally native fans.
Commenting on the partnership, Simran Malik, Chief Operating Officer, SJ Uplift Kabaddi, said, “The partnership strengthens the league’s commitment to delivering a smooth and reliable experience for fans. Having Live Your City by Fever as our ticketing partner ensures we can manage this scale smoothly and offer spectators a hassle-free way to book tickets and access matches.”
Sheetal Birla, General Manager India, Live Your City, added, “We are proud to join the Uttar Pradesh Kabaddi League as their Official Ticketing Partner. This partnership reflects Live Your City’s commitment to delivering an outstanding user experience and offering our partners seamless access to a global platform that elevates entertainment across all categories.”
From a commercial standpoint, the partnership reflects the league’s push towards greater professionalisation. Structured ticketing and fan data are increasingly central to revenue generation, sponsor value, and long-term sustainability for regional competitions.
Live Your City operates under Fever Labs Inc., a US-based live entertainment discovery platform with a global presence across more than 40 countries. It’s onboarding signals the Uttar Pradesh Kabaddi League’s intent to elevate its operational standards as it builds on the momentum of its inaugural season.
Kabaddi retains strong cultural relevance across Uttar Pradesh, with the league playing an important role in talent development and community engagement at the grassroots level. With its second season, the Uttar Pradesh Kabaddi League is positioning itself as a more commercially structured and fan-centric property within India’s domestic sports ecosystem. Season 2 will feature 12 city-based franchises and 69 matches, beginning on December 24, 2025, and concluding with the final on January 10, 2025. All matches will be broadcast live on Zee Bollywood, &Pictures HD, and Anmol Cinema 2, with live streaming available on ZEE5.
