In a significant development for the sports scene in India, Ultimate Kho Kho, the country’s premier professional Kho Kho league, has announced an exciting partnership with IndianOil, India’s foremost diversified and integrated energy giant. This collaboration, as part of Ultimate Kho Kho’s second season, underscores the league’s commitment to reshaping the landscape of Kho Kho, a traditional Indian sport, with a fresh, modern approach.
IndianOil Powers Ultimate Kho Kho’s Vision for Revitalizing Traditional Sport
Ultimate Kho Kho has recently made headlines by securing Series A funding from the UK-based BNP Group, effectively raising its valuation. This achievement marks it as the first sports league in India to secure private equity investment, setting the stage for the expansion of Kho Kho both locally and internationally.
The partnership between IndianOil and Ultimate Kho Kho will be showcased through a comprehensive marketing campaign, which includes digital and on-ground initiatives. The campaign promises player interactions, social media campaigns, and fan-focused activities, all designed to extend the league’s reach and influence across the nation.
Mr. Tenzing Niyogi, CEO and League Commissioner of Ultimate Kho Kho, expressed his delight at the partnership. “Our collaboration with IndianOil is a significant step in enhancing the stature of Kho Kho in India. Ultimate Kho Kho was envisioned not merely as a revival of the sport’s rich heritage, but as a dynamic, entertaining new era for Kho Kho. Our goal to make Ultimate Kho Kho bigger, bolder, and a prime source of entertainment aligns perfectly with IndianOil’s dedication to creating a lasting mark on Indian sports,” he said.
IndianOil, with a vast presence in oil, gas, petrochemicals, and alternative energy sources, is ranked as the top Energy PSU in India in the 2023 Fortune 500 list.
As part of the partnership, IndianOil will sponsor the post-match ‘Attacker of the Match’ award. They will also hold naming rights to the league’s thrilling powerplay segment, a highlight of the game dominated by Chennai Quick Guns’ star all-rounder Ramji Kashyap this season.
Ultimate Kho Kho’s first season was a resounding success, reaching an audience of 164 million across various media platforms, according to a YouGov report. This made it one of the top 3 non-cricket leagues in India.
The ongoing Season 2 of Ultimate Kho Kho, promoted by Amit Burman in collaboration with the Kho Kho Federation of India, promises fierce competition between the top four teams – Chennai Quick Guns, Odisha Juggernauts, Gujarat Giants and Telugu Yoddhas. The semi-finals are scheduled for January 11, 2024.
Fans can catch all the high-voltage action from Season 2 live on Sony Sports Network’s channels, or stream it on Sony LIV daily from 7 PM onwards.
