SJ Uplift Kabaddi Pvt Ltd, the founder and operator of the Uttar Pradesh Kabaddi League (UPKL), has been valued at INR 238 crores after its successful launch in 2024.
This milestone symbolises the league’s fast growth in the Indian sports ecosystem, as well as the increasing economic and cultural importance of regional sports intellectual property in India and throughout the world.
SJ Uplift Kabaddi Pvt Ltd is forging a new age in Indian sports by establishing franchise-based, locally anchored leagues with national reach and global ambitions. The initial UPKL season included eight teams and delivered great results in terms of viewer engagement, broadcast reach, and digital traction.
According to BARC (Broadcast Audience Research Council India), UPKL Season 1 reached over 30 million television viewers and 300 million digital impressions, with considerable viewership coming from Tier 2 and Tier 3 cities. Sony Sports Network, DD Sports, and FanCode were among the broadcast partners that helped to develop a strong multi-platform footprint.
Sambhav Jain, Director and Founder, SJ Uplift Kabaddi Pvt Ltd, said, “This valuation is a reflection of the growing popularity and resonance of our leagues, especially UPKL. It reaffirms our belief in the power of grassroots sports and the untapped potential of regional talent. The response from fans, franchises, and brands has been overwhelming. Building on the success, our vision is to build a sustainable ecosystem where athletes, fans, and brands come together to celebrate the spirit of Indian sports. As the sport continues to evolve, we are committed to building kabaddi into a globally recognized, professionally managed sport that India can proudly export.”
UPKL’s excellent launch, increasing valuation, and global resonance. UPKL is more than a sports league; it is a movement that is reshaping the future of Indian sport. As it grows, it is poised to become a powerful platform for regional pride, solidifying the company’s position as a top sports IP creator.
UPKL’s development establishes an organised feeder system for the Pro Kabaddi League (PKL), similar to how domestic football leagues work across the world. As additional regional leagues, such as UPKL, grow, PKL will be able to tap into a larger pool of talent, increase fan engagement, and benefit from a healthier, more competitive ecosystem. This pyramid system helps both sportsmen and business partners, making Kabaddi more viable in the long term.
If a freshly created league like UPKL can fetch such a premium, it naturally raises expectations for PKL’s value. Industry sources put PKL’s present valuation at around INR 1000 crore, while UPKL’s development shows PKL’s genuine value may now exceed INR 1,200-1,500 crore. This could give PKL more clout in negotiations for media rights, sponsorships, and team valuations in future seasons.
