Ultimate Kho Kho Aims for Pro Kabaddi-Level Success in Season 3
Ultimate Kho Kho (UKK), India’s premier league for the traditional sport, is preparing for its third season with a ₹200 crore investment and growing corporate interest. The league has already achieved a cumulative audience reach of 164 million across its first two seasons, showing promising potential for mass-market appeal.
Key Takeaways
- 164 million cumulative audience reach in first two seasons
- 40% women viewership, unusual for new sports property
- ₹200 crore investment from promoter Amit Burman
- Growing corporate interest from Adani, GMR Group
Learning from Pro Kabaddi’s Success
Organizers are optimistic about UKK’s potential to replicate Pro Kabaddi League’s (PKL) success. Promoter Amit Burman states: “Ultimate Kho Kho is a movement celebrating India’s kho kho legacy through a modern lens. As we edge closer to season three, our focus is on elevating the league’s stature and broadening its reach.”
Santosh N of D and P Advisory notes: “There’s a lot that UKK can learn from PKL’s journey, which showed how traditional Indian sports can transform with modern presentation, fast-paced gameplay and strong storytelling. PKL turned kabaddi into a spectacle through professional production and smart technology use.”
Commercial Growth and Advertiser Interest
The league has achieved a net value exceeding ₹130 crore, with Indian Oil joining as ‘powered by’ sponsor last season. Neelesh Pednekar of Social Pill observes: “The combination of fast-paced play, franchise formats and smart presentation makes it attractive. For advertisers, that means a growing, engaged audience beyond major metros.”
KV Sridhar of Hypercollective emphasizes live broadcasting’s role: “Live broadcast enables better reach and drives advertiser interest. We’re seeing how women’s cricket has transformed similarly in recent years.”
Future Growth Requirements
While forecasts remain positive, Siddharth Devnani of SoCheers highlights the need for broader support: “We need active participation from top sports personalities, corporate houses, government bodies and political figures.”
Sridhar adds that kho kho’s potential extends beyond metros: “With many Indians having played the sport in childhood, it could travel well beyond top-tier cities. The success of traditional sports signals a nation becoming more comfortable with its traditions.”
