Pro Kabbadi League Set To Bring In US$50m+ Revenue This Season

The broadcaster, which has already sold 80% of ad inventory, is expected to clock US$27.1m from TV advertising, said top media buyers in India’s advertising agencies. Star is selling ad spots at the rate of US$1400 to US$2800 for a 10-second slot during the Pro Kabaddi League.

Speaking to local media, Jigar Rambhia, national director, sports and entertainment partnerships, Wavemaker India, “The advertiser response is as good as it was last year. The league falls in the peak festival season and will benefit in terms of advertising. While majority inventory will be dominated by sponsors, I expect a rush in spot buying by multiple brands by the end of the week.”

While Chinese mobile brand Vivo continues to be the league’s title sponsor, Coca-Cola owned-beverage brand Thums Up is the new ‘powered by’ sponsor. Meanwhile, Tata Motors, which has been backing UP Yoddha for three years, has come on board as associate sponsor for the first time. Bajaj Electricals Ltd and Honda Motorcycle and Scooter India Pvt. Ltd are other two associate sponsors.

Meanwhile, the 12 teams are expected to collectively earn between US$8.1m and US$10.9m in sponsorship money. Teams like Patna Pirates and Haryana Steelers are expected to bring in higher revenue, between US$679k and US$814k each, compared to Dabang Delhi K.C which will earn US$408k to US$543k due to differences in performance and spectator interest, said media buyers. The central on-ground sponsorship is expected to rake in US$17.7m.

“From the first season onwards, brands have resisted to put money in kabbadi at the team level but with time things are improving. However, we still witness sponsors waiting till the last moment to grab a good deal. As the league matures and finds loyal followers this would change,” said Ritesh Nath, vice-president, Cornerstone Sport, a Mumbai-based agency.

The league, which was founded in 2014 by Mashal Sports Pvt. Ltd, has 74% stake of Star and the rest is owned by sports management company Mashal.