The premier Kho Kho competition in India, the Ultimate Kho Kho has inked a sponsorship agreement with the Indian multinational oil and gas company, Indian Oil Corporation Limited (IOCL).
As part of the deal, the national integrated energy leader has been named the league’s ‘powered by’ sponsor for the ongoing season. Through this partnership, the league hopes to improve its operations and visibility while also advancing the growth of sports in India.
The deal supports Ultimate Kho Kho’s continuous initiatives to bring the traditional sport up-to-date and gain popularity. The league’s ongoing growth and influence are made possible by IndianOil’s backing, which is provided through its Powered By Sponsor initiative. Both sides expressed the belief that the collaboration would help Kho Kho reach a wider audience and draw in more participants and supporters.
After effectively boosting its market value, Ultimate Kho Kho became the first sports league in India to obtain private equity financing to further accelerate the expansion of Kho-Kho both domestically and internationally. It has since secured Series A funding from the UK-based BNP Group.
The agreement with IndianOil will be established through a comprehensive marketing campaign that includes both offline and online activations. This cooperative endeavour will highlight fan-focused programmes, player interactions, and social media promotions, all to expand the league’s influence and reach across the country.
Tenzing Niyogi, CEO and League Commissioner, Ultimate Kho Kho, said, “Our commitment to making Ultimate Kho Kho larger, bolder, and the ultimate source of entertainment for Bharat aligns perfectly with IndianOil’s dedication to leaving a lasting legacy on the Indian sporting landscape. We are confident that this partnership will act as a catalyst for the growth of Kho Kho in India.”
In keeping with its partnership with Ultimate Kho Kho, IndianOil will obtain the naming rights to the post-match award that honours the “Attacker of the Match.” The league’s thrilling powerplay section will also be named after IndianOil. This section was dominated this season by Ramji Kashyap, a reliable all-around player for Chennai Quick Guns who amassed a season-high 24 skydive points.