Uttar Pradesh Kabaddi League Secures Landmark Broadcast Deal with Zee Sports: A Game Changer for Regional Kabaddi
The landscape of Indian kabaddi is poised for a significant shift. Zee Entertainment Enterprises Ltd.’s (ZEE) newly formed sports vertical, Zee Sports, has announced a comprehensive three-year broadcast partnership with SJ Uplift Kabaddi’s Uttar pradesh Kabaddi League (UPKL). this collaboration marks a pivotal moment, not just for the UPKL, but for the broader recognition and professionalization of regional sports leagues in India.
This isn’t simply a broadcast deal; it’s a strategic alignment designed to elevate kabaddi from a grassroots passion to a nationally celebrated sport, providing a crucial platform for emerging talent and fostering a sustainable ecosystem for the game.
What Does This Partnership Mean for Kabaddi in India?
For years, kabaddi has enjoyed immense popularity, especially in rural India. The Pro Kabaddi League (PKL) successfully brought the sport to a wider audience, but a gap remained in nurturing talent at the state and regional levels.The UPKL, with its focus on Uttar Pradesh – a state renowned for its kabaddi prowess – has been filling that void. now, with Zee Sports and Zee5 as its official broadcast and digital partners, the league is set to reach millions of viewers across India.
The partnership will see Zee Sports broadcast the next three seasons of the UPKL, complemented by a live stream on Zee5. This dual-platform approach ensures accessibility for a diverse audience, catering to both conventional television viewers and the rapidly growing digital consumer base. The league currently boasts 12 teams representing key cities across Uttar Pradesh, bolstered by the addition of four new franchises, demonstrating a clear upward trajectory in participation and investment.
A Deep Dive into the Strategic Significance
This deal is groundbreaking for several reasons. Firstly, it’s the first of its kind for a state-level sports league in India, setting a precedent for similar collaborations and possibly unlocking a new revenue stream for regional sporting initiatives. Secondly, it signifies a growing recognition of the value of regional sports leagues in identifying and developing talent that can eventually feed into national teams and professional leagues like the PKL.
Bavesh Janavlekar, buisness Head of Zee Sports, emphasized this commitment to India’s sporting heritage, stating, “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.”
Sambav Jain, Founder and Director of SJ uplift Kabaddi, echoed this sentiment, highlighting the league’s evolution. “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 thru Zee Sports television and digital reach.”
What to Expect from UPKL Season 2
Scheduled to kick off on December 25,2025,in Noida,UPKL season 2 promises to be bigger and better than its predecessor. The season will feature 71 matches played over 19 days, with live hindi telecasts designed to maintain the authentic feel of the sport and resonate with its core audience.The league is committed to providing a professional and inclusive environment for athletes, fostering a sustainable kabaddi ecosystem within Uttar Pradesh and beyond.
This season isn’t just about competition; it’s about storytelling. zee Sports’ extensive experience in sports broadcasting will undoubtedly bring compelling narratives to the forefront, showcasing the dedication, skill, and passion of the players and teams. Expect in-depth player profiles, behind-the-scenes glimpses, and expert analysis to enhance the viewing experience.
Evergreen Insights: The Future of regional Sports in India
The UPKL-Zee Sports partnership represents a broader trend: the increasing professionalization and commercialization of regional sports in India. For too long, talented athletes in smaller states and regions have lacked the exposure and opportunities available to their counterparts in major metropolitan areas.This is beginning to change, driven by a combination of factors:
* Growing Media Interest: Broadcasters and digital platforms are recognizing the untapped potential of regional sports leagues.
* Increased Corporate Sponsorship: Companies are increasingly investing in regional sports as a way to connect with local communities and build brand loyalty
