The Pro Kabaddi League (PKL), India’s second-largest sporting property after the IPL, has bolstered its commercial playbook for Season 12 with a clutch of new brand partners on broadcast network JioStar.
The league, kicking off August 29 in Visakhapatnam, has secured associations across key consumer categories. Shriram Finance Limited has entered from the BFSI sector, UltraTech Cement has renewed its backing in infrastructure, Birla Tilestix has been signed in the tile-adhesive category, and energy drink giant Red Bull has joined the roster, adding a global high-performance edge to the mix.
Organizers hinted that more deals are in the pipeline, underlining the growing advertiser appetite around kabaddi as it cements its primetime status.
That momentum is backed by hard numbers. Season 11 drew a record 283 million viewers across linear and digital platforms, with 140 million tuning in from Hindi-speaking markets alone. Fans were deeply engaged, watching an average of 64% of match duration per game — a metric most rival properties struggle to achieve.
For Season 12, PKL is rolling out a wider broadcast strategy. JioStar will carry matches on more than 10 TV channels, complemented by seven language feeds on JioHotstar. The league is also promising enhanced production, deeper storytelling, and content designed to draw younger and more casual audiences into the kabaddi ecosystem.
The sponsor lineup reflects the league’s ability to blend scale with relevance. UltraTech and Birla tie naturally into the infrastructure and construction categories, Shriram Finance brings financial heft, and Red Bull injects a high-energy brand resonance that fits squarely with PKL’s youthful fan base.
As the new season prepares for its curtain-raiser in Visakhapatnam, the league is positioning itself as more than just a sporting spectacle. With its competitive format, surging reach, and brand-friendly platform, PKL Season 12 is shaping up as both a landmark event in Indian sport and a lucrative commercial opportunity for partners.
