Paddy Power, an Irish bookmaker, has continued its specialist approach to sports marketing by sponsoring the 2025 Kabaddi World Cup.
The firm, which is part of the international gaming conglomerate Flutter Entertainment, has signed on as the event’s title sponsor. It is scheduled to take place in the West Midlands of England next year.
This will be the first time the World Cup is hosted outside of Asia. It will be held in the West Midlands cities of Birmingham, Coventry, Wolverhampton, and Walsall from March 17 to 23, 2025.
World Kabaddi Federation president Ashok Das, commented, “Paddy’s got a thirst for sponsoring world-class events and the Kabaddi World Cup is coming to England in March next year and the big man’s all over it. He’s pushed all the desks against the wall and is chasing the traders around shouting Kabaddi, Kabaddi, Kabaddi in preparation for the big show next spring.”
Kabaddi is a rather niche sport in the UK, although it has a global following of millions, primarily in South Asia, where it originated. The game originated in India, where it is the second most popular sport after cricket, and it is also the national sport of Bangladesh.
The promoters of the sport feel that the West Midlands is an appropriate venue for the first World Cup hosted outside of Asia.
World Kabaddi Federation president Ashok Das, said, “Kabaddi has a rich heritage and the power to bring nations and communities together to enjoy the game, socialise and unite as a team. The West Midlands is a region that celebrates its cultural diversity and is centrally located in the UK, allowing ease of access to the competition. I expect it will be a brilliant tournament.”
For Paddy Power, the association represents the continuation of a long-standing marketing campaign. The organisation has a history of collaborating with sports and, like many other bookies, promotes events such as horse racing.