The marquee kabaddi competition, Pro Kabaddi League (PKL) has developed a sponsorship deal with Mother Dairy, one of India’s leading milk production companies.
As per the deal, the brand has been named PKL’s dairy partner for the upcoming season.
As part of this partnership, Mother Dairy will be fully engaged throughout the season, interacting with fans and consumers through a variety of projects and promotional activities aimed at increasing excitement around the sport.
Manish Bandlish, Managing Director, Mother Dairy, said, “We are excited to be part of Kabaddi, a sport that is deeply embedded in India’s culture and heritage. This collaboration is a perfect fit for our brand, offering us a unique opportunity to engage with our consumers and the passionate Kabaddi community across the country. By bringing together the power of dairy nutrition and the dynamic energy of Kabaddi, Mother Dairy aspires to promote the growth of the sport while fostering a culture of health and wellness nationwide.
“Mother Dairy has found a strong synergy with sports and its enthusiastic community, as seen in our previous association with cricket. With this association, we aim to further expand our reach into focus markets and households of untapped or potential consumers, enhancing our brand’s top-of-mind recall.”
As the official ‘dairy partner’ for the forthcoming Pro Kabaddi League season, Mother Dairy will continue to engage customers on a variety of platforms, including digital media, and maintain a strong brand and product portfolio presence at match locations and on official broadcast channels.
Ajit Varghese, Head of Network Ad Sales, Disney Star, said, “Today, the Pro Kabaddi League (PKL) has firmly established itself as India’s second most-watched sporting event, commanding an impressive 70% of the IPL’s audience. This rapid growth is a testament to the league’s fierce competitiveness, unyielding sportsmanship, and its broader impact on promoting physical well-being. We are thrilled to welcome Mother Dairy as a key sponsor, perfectly aligned with their mission to champion good health and vitality. This collaboration marks a significant step forward for both brands, and we look forward to a strong and fruitful association.”
The 2024 season will feature a total of 12 teams fighting for this year’s championship. The league is set to begin on October 18, 2024, with a series of matches in Hyderabad, followed by Noida and Pune. Since its establishment, the league has established new benchmarks with filled stadiums and record viewership, making it one of the most popular competitions in the country.