Star India’s PKL draws higher sponsorship revenues in season 6

In May, Vivo signed a five-year deal with PKL as its title sponsor

MUMBAI: The Pro Kabaddi League (PKL) auctions saw six players command over a crore, offering further proof of the property’s rising popularity in terms of viewership and advertising interest.

If we look at the viewership, the live telecast of PKL season 5 garnered 1.6 billion impressions with a target audience of 2+ which was broadcast on eight channels. Rural contributed to 75 per cent of the overall viewership and the remaining was contributed by urban audience.

UMumba CEO Supratik Sen said, “Performance does matter. In season 1 to 3, brands were really excited to speak to us, in season 4 and 5, we did not perform well. We have got our sponsors and we are happy with the way the league is functioning. The overall sponsorship including jersey, on-ground and title has increased because we have changed the team and the range is Rs 4-4.5 crore right now. The team has a list of good sponsors like Indigo paints, Syska, MI, Aisen (new electronic brand) and Wintogeno. The team is in talks with two more brands and are planning to have a total of 8-9 sponsors.”

According to an industry source, the sponsorship for the best team would be in the range of Rs 1.5-3 crore, which can only be fetched by 2 or 3 teams. Star India is pegged to earn around Rs 150 crore from the ad revenue and sponsorship this season, the source adds.

Bengaluru Bulls CEO Uday Sinh Wala said, “As the festive season is approaching, we have lots of activations for the fans. We are still in talks with 2 more brands and hopefully we will get our title sponsor. The range this time has increased to Rs 1.5 to 3.5 crore.” The team has only one brand - MI - on board so far.

“Things do change in the first 2-5 matches as the people want to look at how the team is performing. This time our tickets will be priced very low and will be in the range of Rs 300-500 which was previously in the range of Rs 800-1000,” Sen added.

Tamil Thalaivas has brands like Orbit, Valvoline, Moship, Tractor emulsion, BKT, Radiomirchi 98.3 and Paytm. Brands that connect, get the whole of Tamil Nadu to activate.

Tamil Thalaivas CEO Viren Dsilva said, “With the brands we have till now, we see the potential in terms of connect with the audience. There are brands who are looking to exploit it beyond the simple television exposure. I think the brands plan to earmark as part of their yearly calendar and we as a club are extending the calendar in terms of activities we do year round."

Another industry expert said, “It’s been better than ISL so far. The sponsorships depend on market to market. Teams like Patna Pirates and Tamil Thalaivas have been the most successful in terms of sponsorship. Patna Pirates is in the list as it has performed very well in the previous seasons.”

The latest season of PKL features 12 teams participating in close to 140 matches that are spread over 13 weeks. In May, Chinese handset maker Vivo signed a five-year deal with PKL as its title sponsor.

Gujarat Fortunegaints CEO Sanjay Adesara said, “The brands' response this time has been better than the previous seasons. We have sold all our spots and we have brands like MI, Adani, Fogg, Fru2go, Jade Blue, Ranjit Rockey and Odayo. Brands connected with us from the start because they get more mileage as the league starts. We have seen an overall growth of 20-25 per cent as compared to last season.”

It seems like brands resist putting money beforehand and instead prefer to wait to grab a good deal.

Latest Reads
HistoryTV18 showcases the largest human gathering on earth, in a spectacular new original,‘Kumbh: Among the Seekers’

MUMBAI: Adding to its rich offering of Indian originals, HistoryTV18 presents a one-hour special about the world’s most spectacular human gathering, the Kumbh Mela. The incredible festival is widely known to be the largest peaceful gathering on the planet. According to official estimates, a...

Television TV Channels News Broadcasting
The 92nd academy awards To air on Star Movies and Star Movies Select HD on 10 Feb

MUMBAI: Oscar season is officially underway and Star movies is all set to bring you the most awaited award show in the world, the 92nd Oscars on 10 Feb, 2020. It will be aired simultaneously on Star Movies and Star Movies Select HD. The channel has been the official home of the Oscars® in India for...

Television TV Shows Awards
Millennials seek local and purpose-driven content on TV and OTT

Seventy-one per cent of youth in our country are inspired by content. The number has moved from 58.4 per cent in 2016 to 71 per cent in 2018, revealed a new study by MTV Insights Studios ‘Mera Bharat Amazeballs’. Millennials are digital natives and they seek content beyond the confines of...

Television TV Channels Music and Youth
Industry’s expectation from union budget 2020

Amid ongoing economic tension in the country, finance Minister Nirmala Sitharaman is all set to present her second Union Budget on 1 February 2020.

Television TV Channels GECs
MTV Insights Studio unveils ‘Mera Bharat Amazeballs’, a study into the mindset and behaviour of India’s youth

MUMBAI: With 600 MN people below the age of 25, no other nation in the world is home to a more staggering young population than India. From the nostalgic Gen-Y to the empowered millennials and the high-on-hashtag Gen-Z, India today comprises of a generation that’s driven by intent, committed to...

Television TV Channels Music and Youth
CNN-News18 plans comprehensive line-up ahead of Delhi Assembly polls

MUMBAI: As the Delhi electorate prepares to elect its next government, CNN-News18 has lined up comprehensive programming to give viewers up-to-minute update and unmatched access from ground zero during New Delhi assembly election.

Television TV Channels News Broadcasting
CNN-News18 gears up for Union Budget 2020; lines up special programming

MUMBAI: To bring most incisive reportage with diversified formats, CNN-News18 has lined-up an array of in-depth yet engaging programming for Budget 2020 that will be presented by Finance Minister Nirmala Sitharaman on 1 Feb 2020. Under the umbrella branding ‘Vision 2020’, the programming aims to...

Television TV Channels News Broadcasting
Beyoncé, Ariana Grande, Billie Eilish, Lizzo and many more global music icons vie for the coveted golden gramophone at the 62ndGRAMMY Awards, airing exclusively on Vh1 India

MUMBAI: “Music can change the world because it can change people.” – Bono (U2), 22-time GRAMMY-winner. Honoring music and musicians that broke records, made their mark and revolutionized the industry in 2019, on the biggest awards, the 62nd GRAMMY Awards airs on Monday, January 27, 2020 at 7:30am,...

Television TV Channels English Entertainment
Ekta Kapoor, Karan Johar, Anand Mahindra to receive Padma Awards

This year’s Padma awardee list is out. And it has quite a few worthy individuals on whom the Home Ministry is conferring various Padma Awards  - right from Padma Vibhushan to the Bhushan to the Shri.

Television TV Channels People

Sign up for our Newsletter

subscribe for latest stories