InCred Financial Services has stepped into India’s sporting spotlight, announcing its debut partnership with the Pro Kabaddi League (PKL).
The company will serve as associate partner for Jaipur Pink Panthers and Gujarat Giants in Season 12, which kicks off on August 29.
The tie-up signals InCred’s ambition to connect with India’s heartland by embracing kabaddi, a sport that has transformed from village akharas to prime-time entertainment. Now the country’s second-most-watched league after cricket, PKL offers brands access to a fan base that spans both metros and rural India.
Commenting on the association, Bhupinder Singh, Founder & CEO, InCred Finance, said, “Kabaddi holds a significant place in India’s sporting heritage, and Pro Kabaddi League has emerged as a powerful platform uniting a diverse India, with its deep grassroots connect and growing urban appeal. Having actively supported cricket, we are now excited to embrace Kabaddi — a sport that is truly India’s own.”
Radhika Zingade, Group Head – Marketing at InCred, added, “With more than 3 crore viewers anticipated this season, we are excited to mark our first association with the Pro Kabaddi League by partnering with two powerhouse teams. Kabaddi, with its spirit of resilience, teamwork, and community, mirrors InCred’s own ethos. Through this association, we look forward to celebrating the sport’s raw energy and helping our brand connect across its large, young and aspirational audience in India’s heartland.”
As part of the association, InCred branding will appear on team jerseys, in-stadium assets, and across digital platforms linked to the franchises. With the season expected to draw over 30 million viewers, this partnership gives the financial services firm a stage to engage young, aspirational audiences.
InCred Finance, with 140+ branches and offerings spanning personal loans, MSME financing, and education loans, sees this move as more than brand visibility. The association underscores its push to align with grassroots aspirations while building equity in markets driving India’s next growth wave.
With PKL Season 12 scheduled across Vizag, Jaipur, Chennai, and Delhi, the partnership is set to deliver long-term value for both InCred and the franchises. For India’s homegrown sport and a fast-scaling financial brand, it marks the beginning of a promising synergy.
