Inaugural Kho-Kho World Cup Lands Bollywood Endorsements

Bollywood and the Indian sporting scene have always been partners; let it be in actors owning stakes in franchises or endorsing the various leagues. 

Unsurprisingly, the Kho-Kho Federation of India (KKFI) has secured the star power of Bollywood actor Tiger Shroff as a celebrity endorser for the inaugural Kho-Kho World Cup, which takes place in New Delhi from January 13 to January 19, 2025.

Following the partnership announcement, the 34-year-old youth icon, said, “Fitness should be the ultimate goal in anyone’s life, and sports are the greatest means to achieve that. Kho-Kho is a perfect blend of fitness, strategy, and spirit, and I hope to inspire people to embrace it.”

“Kho-Kho is not just a game; it is an emotion that resonates deeply with India’s soil. From its roots in our culture to becoming a global sensation, this sport exemplifies strength, agility, and speed. I am thrilled to represent Kho-Kho on such a prestigious stage and promote its rich legacy worldwide.”

The KKFI, the organisation running India’s traditional game of tag, believes Shroff’s youthful effervescence and popularity amongst fitness enthusiasts and young audiences, will attract new eyeballs to the sport. Apart from Tiger Shroff, Bollywood action superstar Salman Khan came on board earlier as an endorser for the Kho Kho World Cup, which will feature 21 men’s and 20 women’s teams from 24 countries battling it out for supremacy.   

KKFI President Shri Sudhanshu Mittal emphasised Khan’s star power in drawing nationwide attention to Kho Kho and added, “We express our gratitude to Salman Khan for dedicating his time to our beloved mitti ka khel. His passion for the sport is inspiring, and we are confident that his involvement will spark interest across the nation. The KKFI is working tirelessly to ensure the success of this historic event.” 

With Salman Khan and Tiger Shroff muscling in with their star power, the debuting Kho-Kho World Cup aims to be eventful one, showcasing India’s legacy while attracting a worldwide audience. 

According to ASN data, Bollywood celebrity endorsements has dominated the non-sport sporting sponsorship in India with an 85% share and spends reaching almost US$192m since Q222. Meanwhile average quarterly investment during this period is US$16.6m while Q224 to Q424 witnessed spendings from US$10.4m to US$11.5m, Q125 is forecasted to hit almost US$15.9m, closer to the average quarterly investment.