Mumbai: Zee Entertainment Enterprises Limited’s new initiatives arm, Zee Sports, has announced a landmark three-year strategic partnership with SJ Uplift Kabaddi’s Uttar Pradesh Kabaddi League (UPKL) for exclusive broadcast and digital rights. This milestone collaboration, the first of its kind for a state-level sporting IP, aims to bring India’s homegrown sport closer to millions of viewers nationwide across television and digital platforms.
Under the partnership, Zee Sports will serve as the exclusive broadcaster and digital partner for UPKL for the next three seasons. Matches will be telecast live on Zee Sports and streamed on Zee5, offering Kabaddi enthusiasts across India access to high-quality, regionally rooted sporting action.
With the addition of four new franchises this season, the league now boasts 12 teams representing key cities across Uttar Pradesh, underscoring its rapid expansion and structured growth. The association marks a defining moment in UPKL’s journey as a platform dedicated to nurturing grassroots talent and preparing Indian players for the global stage.
Bavesh Janavlekar, Business Head – Zee Sports, Zee Entertainment Enterprises Limited, said, “At Zee Sports, we believe in championing India’s own sporting heritage. Our focus is on building sustainable and scalable regional as well as national IPs that inspire fandom and drive long-term value. With this strategic partnership with UPKL, we aim to give Kabaddi the platform and storytelling it deserves by leveraging our vast TV reach and Zee5’s digital ecosystem. This partnership is a powerful step forward, and together, we’re ready to take Kabaddi to greater heights.”
Sambhav Jain, Founder and Director, SJ Uplift Kabaddi, added, “The partnership with Zee Sports reflects the evolution of UPKL from a promising regional initiative to a scalable sporting enterprise with national ambition. Season 1 validated our model with strong fan engagement and franchise participation. With Season 2, we aim to expand that vision and elevate our league to the next level — taking UPKL into homes across India through Zee Sports television and digital reach. This collaboration not only amplifies the visibility of our athletes and teams but also strengthens our mission of creating a professional, sustainable, and inclusive Kabaddi ecosystem.”
The three-year deal covers the upcoming Season 2 and extends to Seasons 3 and 4. UPKL Season 2 is scheduled to kick off on December 25, 2025, featuring 71 matches across 19 days in Noida. All matches will be telecast live in Hindi, preserving the traditional essence of Kabaddi while taking the league to audiences across India.
