Pro Kabaddi League (PKL), India’s fastest growing sports series, has signed Vivo as the title sponsor for five years. The fifth season of the league is set to kick-off in July 2017 on Star Sports. Underlining the rising popularity of Kabaddi, the title sponsorship is one of the biggest for a non-cricket sport.
This is the first time that the tournament has got a title sponsor. In all the earlier seasons, Star Sports had retained the title sponsorship with them, reportedly ‘to deepen the investment and nurture the sport’.
In the past, the other brands associated with PKL as sponsors included Thums Up, VIP Frenchie, Flipkart, Bajaj Electricals, TVS Motor, Bajaj Electricals, Indo Nissin Foods, Fair and Lovely (men), State Bank of India, Gionee Mobiles, Airtel (Open Network), Vini Cosmetics, Nestle Munch, Bisleri, Castrol, and Britannia, among others.
The upcoming season will have up to 12 teams and more than 130 matches spread across 13 weeks. Through this association, Vivo aims to strengthen its consumer connect with audiences across India as PKL is the second most followed sport after cricket. This will help in achieving a stronger brand recall and excellent visibility for the brand.
Sanjay Gupta, Managing Director, Star India, said, “We are delighted to have Vivo as our title sponsor, as they happen to share a common vision with Star Sports to make PKL one of the finest leagues in the world. Vivo coming on board as the title sponsor is a significant milestone in the growth story of the league. Star Sports will continue its efforts to elevate the stature of the sport further.”
Pro Kabaddi has seen a phenomenal growth over the last four seasons with packed stadia and record viewership numbers, emerging as a benchmark for sports leagues in India. Significantly, the high popularity of PKL has evoked continually surging sponsor interest. This fast-growing interest from across the ecosystem reflects the national appeal of the sport.
Kent Cheng, CEO, Vivo India, said, “We are thrilled to partner with PKL as the title sponsor. This association is important for us as Pro Kabaddi League has reached incredible heights and now proudly stands as one of the most successful leagues in India. Earlier seasons have shown that Kabaddi is a sport whose popularity cuts across all audiences. With this association, Vivo aims to target the right audience and capture the hearts of Indians. We would like to wish the league huge success for the years to come.”