The 12th edition of the Pro Kabaddi League (PKL) kicked off this weekend. When the Pro Kabaddi League first launched in 2014, it rewrote the rules of Indian sport. Kabaddi, once viewed as a rustic pastime, suddenly had the lights, cameras, and adrenaline of prime-time television. Packed stadiums, Bollywood endorsements, and marquee sponsors made the league an overnight sensation. For a while, kabaddi was the talk of every living room.
But over a decade later, the momentum has slowed. Expanding to 12 franchises, instead of deepening engagement, has stretched resources thin. Broadcasters grumble about mounting losses, advertisers aren’t opening their wallets with the same confidence, and stadium buzz has waned. There has been no new crop of superstars to match the likes of Anup Kumar or Pardeep Narwal, and the confusing nature of auctions and retention rules has alienated even loyal fans. Most tellingly, the exit of Vivo as title sponsor, and the inability to find a successor has left a glaring gap in the league’s credibility.
The comparison with the IPL, once bold but believable, now feels out of reach. As one senior sports executive put it recently, “The PKL showed that India could fall in love with a sport outside cricket. The challenge now is sustaining that love in a crowded marketplace.” And that marketplace is indeed crowded. Advertisers today have a buffet of choices: cricket in multiple formats, football leagues, esports, and even emerging urban sports. The recent ban on real-money gaming platforms like Dream11, once the largest advertiser category in PKL has only deepened the revenue crunch.
This is particularly problematic because PKL’s survival depends on broadcast rights. When the next cycle comes up, bids could come in significantly lower than before. That, in turn, would hurt franchise revenues and stall grassroots investment. Complicating matters further is the league’s ownership model…the broadcaster also promotes the tournament, leading to frequent murmurs about conflicts of interest.
Yet, to assume kabaddi is on its last breath would be to underestimate its potential. The very fact that PKL transformed an ancient sport into mass entertainment once proves it can be done again. What’s missing is innovation. One bolds step could be the launch of a recurring Kabaddi World Cup. Positioned alongside the league, it could serve as a second marquee event each year. For fans, it would provide another festival of kabaddi to rally around. For sponsors, it would add visibility and justification for larger spends. For players, it would be an aspirational stage to showcase their talent on the world stage.
Sports history offers lessons here. The NBA, once saturated in its domestic market, expanded globally with international tours and digital-first storytelling. Cricket’s IPL has never been afraid to tweak its product – whether through auction drama, mid-season trades, or innovations in fan engagement. Kabaddi must now show the same agility. As a former PKL coach remarked, “You don’t need to change the soul of kabaddi. You just need to keep changing the way you tell its story.”
For sponsors, broadcasters, and investors, the PKL remains an unfinished story. The foundation is strong: a sport with deep cultural resonance, a proven ability to deliver ratings, and a decade of brand equity. With sharper packaging, a marquee World Cup, and clearer commercial structures, the league could still reclaim its spot as India’s second-biggest sporting property. The magic hasn’t disappeared; it’s simply waiting for the courage to rediscover it.
Follow Revsportz for latest sports news