~ Uttar Pradesh Kabaddi League’s 2024 debut drew over 330 million viewers across India ~
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Following the successful debut of the Uttar Pradesh Kabaddi League (UPKL) 2024, SJ Uplift Kabaddi Pvt Ltd, the creator and operator of UPKL, has been valued at ₹238 crores. This milestone reflects the league’s rapid traction in the Indian sports ecosystem and underscores the growing commercial and cultural value of regional sports IPs in India and globally.
SJ Uplift Kabaddi Pvt Ltd is pioneering a new era in Indian sports by building franchise-based, regionally anchored leagues with national scale and global aspirations. The inaugural UPKL season saw participation from eight teams and reported strong performance across audience engagement, broadcast reach, and digital traction.
According to BARC (Broadcast Audience Research Council India), UPKL Season 1 achieved a reach of over 30 million television viewers and 300 million digital impressions, with significant viewership emerging from Tier 2 and Tier 3 cities. Broadcast partners included Sony Sports Network (Sports Ten 1 & Ten 3), DD Sports, and FanCode, establishing a strong multi-platform footprint.
Uttar Pradesh Kabaddi League touches ₹238 crore valuation, signaling Kabaddi’s rise in Indian sports economy
Sambhav Jain, Director and Founder, SJ Uplift Kabaddi Pvt Ltd, said, “This valuation is a reflection of the growing popularity and resonance of our leagues, especially UPKL. It reaffirms our belief in the power of grassroots sports and the untapped potential of regional talent. The response from fans, franchises, and brands has been overwhelming. Building on the success, our vision is to build a sustainable ecosystem where athletes, fans, and brands come together to celebrate the spirit of Indian sports. As the sport continues to evolve, we are committed to building kabaddi into a globally recognized, professionally managed sport that India can proudly export.”
UPKL’s successful debut, its soaring valuation, and deep resonance across the world. UPKL is not just a sports league; it’s a movement redefining the future of Indian sports. As it continues to scale, it is set to become a powerhouse platform for regional pride and further deepen the company’s position as a leading sports IP innovator.
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