Zee Entertainment Enterprises Limited’s (ZEEL) sports division, Zee Sports, has finalized a significant three-year partnership with SJ Uplift Kabaddi’s Uttar Pradesh Kabaddi League (UPKL). The agreement grants Zee Sports the exclusive broadcast and digital rights for the regional kabaddi league, underscoring a strategic move to boost regional sports programming and the promotion of kabaddi across India.
The multi-season deal, valued at an undisclosed amount, covers three consecutive seasons of the UPKL. Zee Sports will serve as the exclusive partner, airing all matches on television and streaming them live on the Zee5 digital ecosystem.
The upcoming 2025 edition marks the commencement of the partnership and is scheduled to start on December 25 in Noida. The league will be an intensive sporting event, featuring 71 matches over 19 days. All telecasts will be live in Hindi to ensure maximum regional reach and audience engagement across the country. The partnership will extend through Seasons 3 and 4 of the league, ensuring long-term value creation.
Bavesh Janavlekar, Business Head of Zee Sports, emphasized the strategic importance of the collaboration, stating it reinforces Zee’s long-term vision of building sustainable and scalable sporting properties. “Our focus is on creating regional and national IPs that inspire fandom and drive long-term value,” Janavlekar said. “With this strategic partnership with UPKL, we aim to give kabaddi the platform and storytelling it deserves by leveraging our vast TV network and Zee5’s digital ecosystem.”
The UPKL, which launched last year with eight franchises, has quickly gained significant traction. The league is set for expansion in the upcoming second season with the addition of four new teams, representing major cities across Uttar Pradesh, thereby expanding its overall footprint and appeal.
Sambav Jain, Founder and Director of SJ Uplift Kabaddi, noted that the tie-up with Zee Sports signals UPKL’s evolution from a regional initiative into a major sporting enterprise. He stated that Season 1 validated the model with strong fan and franchise engagement. With Season 2, the goal is to “elevate our league to the next level — taking UPKL into homes across India through Zee Sports’ television and digital reach.”
The partnership is expected to significantly enhance the visibility of UPKL players and teams while promoting a more professional, inclusive, and sustainable kabaddi ecosystem within the state and beyond. This agreement strengthens Zee Sports’ growing sports portfolio, reflecting the rapidly rising popularity of regional leagues and grassroots sporting initiatives throughout India.
This strategic broadcast deal is poised to take the Uttar Pradesh Kabaddi League to new heights of national visibility.
Key Highlights:
- Rights Secured: Zee Sports, the sports arm of ZEEL, has bagged the exclusive three-year broadcast and digital rights for the Uttar Pradesh Kabaddi League (UPKL).
- Broadcast Details: All 71 matches of the 2025 season (starting December 25 in Noida) will be aired on Zee’s television network and streamed live on Zee5, with telecasts in Hindi.
- League Expansion: The UPKL, which debuted last year with 8 teams, will expand in the upcoming second season with the addition of four new teams, growing its regional footprint.
- Strategic Goal: The partnership aims to elevate the UPKL into a major sporting enterprise, utilizing Zee’s wide reach to build a sustainable kabaddi ecosystem and drive long-term value for both parties.