ZEE Entertainment Enterprises Ltd.’s (ZEEL) new initiatives arm Zee Sports and SJ Uplift Kabaddi’s Uttar Pradesh Kabaddi League (UPKL) has announced a three-year strategic broadcast partnership across TV and digital.
This cooperation, which is the first of its type for a state-level sports league, strengthens the UPKL’s standing as a venue dedicated to fostering and developing local talent and getting them ready for the international arena.
The next three seasons of UPKL will be aired by Zee Sports, the exclusive broadcast and digital partner of the league, in addition to a live stream on Zee5, which will reach millions of spectators throughout India.
This season, UPKL currently has 12 sides representing important cities throughout Uttar Pradesh, with to the acquisition of 4 new franchises. The collaboration marks a significant turning point in the league’s development as one of India’s most organised regional sports leagues.
Bavesh Janavlekar, Business Head- Zee Sports, Zee Entertainment Enterprises Limited, said, “At Zee Sports, we believe in championing India’s own sporting heritage. Our focus is on building sustainable and scalable regional as well as national IPs that inspire fandom and drive long-term value. With this strategic partnership with UPKL, we aim to give Kabaddi the platform and storytelling it deserves by leveraging our vast TV reach and Zee5’s digital ecosystem. This partnership is a powerful step forward, and together, we’re ready to take Kabaddi to greater heights.”
Sambhav Jain, Founder, Director, SJ Uplift Kabaddi, said, “The partnership with ZEE Sports reflects the evolution of UPKL from a promising regional initiative to a scalable sporting enterprise with national ambition. Season 1 validated our model with strong fan engagement and franchise participation. With Season 2, we aim to expand that vision and elevate our league to the next level — taking UPKL into homes across India through Zee Sports television and digital reach. This collaboration not only amplifies the visibility of our athletes and teams but also strengthens our mission of creating a professional, sustainable, and inclusive Kabaddi ecosystem.”
The agreement is for three years, which includes the next UPKL season as well as Seasons 3 and 4. Beginning on December 25, 2025, UPKL Season 2 will consist of 71 matches spread across 19 days in Noida, with live Hindi telecasts to maintain Kabaddi’s original feel.
