Ultimate Kho Kho has signed RISE Worldwide, the independent sports, lifestyle and entertainment company, as its exclusive Broadcast Production Partner and league consultant.
Ultimate Kho Kho aims to re-brand and present one of India’s oldest sports as a next-gen and visually engaging entity.
As part of the three-year agreement, RISE will work closely with Ultimate Kho-Kho to give the game a makeover and make it more viewer-friendly. It will help create standard operating procedures from the TV broadcast perspective in terms of presentation such as the look and feel of the game, duration of the game, grooming and training players and experts and sponsor integration.
The motive is to create a brand that builds on all elements within the league and helps develop the sport year-on-year with exclusive and well researched enhancements. This partnership will leverage the experience RISE has with regarding to building and sustaining leagues, to establish brand Ultimate Kho-Kho in the sports landscape of India.
Ultimate Kho Kho CEO, Tenzing Niyogi, said, “Our emphasis is to bring forth Kho-Kho’s new avatar and make it popular among the masses. We are delighted to welcome RISE Worldwide on-board. The game changes within seconds in this sport. It prepares the players to respond swiftly and in a different way, making them as dynamic as the sport itself. And this partnership will put major emphasis on the versatility within the coverage and creativity in providing uniqueness to different segments in the broadcast. I am also confident that with the coming together of Ultimate Kho Kho and RISE Worldwide, Kho-Kho is ready to take over India and the globe.”
James Rego, Head of Broadcast, RISE Worldwide, said, “We are excited to partner with Ultimate Kho Kho and take the game, which has been played in rural India for centuries, to the world stage. Viewers would get to see kho-kho in a stunning new avatar which will inspire youngsters and help grow the sport.”
“High on pace, high on strategy, the enhanced version of this game will make for an interesting, high-octane viewing experience through our world-class production expertise, leveraging our multi-sport brand experience, multilingual content to lend thrill and intrigue to a fast-paced sport, engaging the audience. We are committed to working closely with the team at Ultimate Kho Kho to make watching kho-kho a world-class experience.”
Ultimate Kho Kho has already roped in Sony Pictures Networks India (SPNI) as its official broadcast partner and the league’s live action will be available on SPNI’s sports channels as well as on its OTT platform, SonyLIV, in English, Hindi and multiple regional languages.
The inaugural edition of the league is slated to take off later this year.