Pro Kabaddi League: How a rustic, rural sport got a stunning makeover
In the ten seasons completed so far, Pro Kabaddi League has not only made the sport a pan-India entertainment option but has also given the involved franchises healthy bottom lines
Those who thought Indian sports was a one-horse race, with cricket the only winner, now spot another contender on the track taking rapid strides—on India's professional sporting league landscape, the Pro Kabaddi League (PKL) is now a serious player.
But first, some context. Films rule in India, as does cricket, yet both are similar and different. Together, films and sports are part of our cultural legacy. Films follow a script, and if something connects with viewers, the 'formula' becomes king, and success is then blindly repeated. Normally, this doesn't work because copies lack the magic of the original. The same is true of sports because they are intrinsically unpredictable, and failure—not success—is the norm.
The IPL's astonishing success spawned many cloned sporting ventures, but, not surprisingly, they collapsed commercially. In this dreadful scenario of broken projects, the PKL stands out as a runaway winner—a 10-year-old startup steadily going north. Today, apart from the IPL, the PKL is India's only professional sports league that's caught the attention of fans, sponsors, and viewers. Remarkably, it is in robust financial health while other leagues are bleeding.
Let's push the pause button for a moment to understand the how and why of the PKL. To the sport's observers, the PKL initially was a nonstarter with many negative strikes against it: rustic rural image, lack of a pan-India base, complicated rules, and much else. The challenge then was to repackage kabaddi to make it contemporary—a task as difficult as persuading those living on parathas/ pakoras/ puris to shift to pizzas and protein shakes.
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The PKL gave kabaddi a stunning makeover, moving it from 'maidan to mat' and outdoor to indoor; rules were simplified, and the format tweaked. Result of this sports engineering? A snazzy, glitzy, television-friendly product that had great viewer appeal. With STAR (part owner) providing economic muscle and aggressive promotion, the PKL took off. The masterstroke was PKL, while inspired by IPL, did not imitate it. Today, 10 seasons since its launch, its television reach is approximately 50 percent of that of the IPL.
The commercial numbers are no less impressive, and all stakeholders have caught the upside. The PKL started with eight teams and later expanded to 12 teams, most with the usual 'fighter' names such as Warriorz/ Bulls/ Giants/ Titans / Yodhas, but one—Patna Pirates—stands out with its interesting title. The majority of PKL team owners, especially the original eight, are smiling because they have positive balance sheets—marginally so—as well as strong market valuations.
The annual franchise expense (excluding the franchise fee) ranges between Rs 10-12 crore. However, revenues (the central share from the league and local franchise sponsorships) are rising year on year, and with the likelihood of growing media value going forward, the economic viability of the PKL appears optimistic.
Besides team owners, PKL athletes have benefitted because salaries have jumped dramatically. In PKL Season 1, Rakesh Kumar was the highest-priced player at Rs12.8 lakhs. A decade later, Pawan Sehrawat was bid for Rs2.65 crore; this year, eight players crossed the Rs1 crore mark. Looking at the larger picture, more than commercial numbers, kabaddi is the winner with the PKL. The overall quality of play is better with foreign players; modern facilities, improved support staff, and scientific backing are other big positives. Importantly, interest among the youth is high; coaching academies have sprung up everywhere, and the sport has touched new fans and spread across India. Earlier, it was popular in Haryana, Maharashtra, Karnataka, Andhra Pradesh, and Tamil Nadu. Now, it has a significant footprint in Gujarat, Rajasthan, and other new territories.
This is not to suggest that challenges don't exist. While the league's success is evident, there is a need to expand the talent pool to ensure long-term sustainability. The PKL is addressing this issue through expanded grassroots initiatives, youth development programmes, and local tournaments.
The PKL operates for about three months each year before lapsing into a dormant phase. Teams struggle to remain relevant outside the season, which impacts brand development—a crucial consideration for team owners who invested in the PKL with the expectation of valuation growth. That's the prize they are competing for.
For PKL, the road ahead is promising, but some uneven bumps need to be straightened out. The league requires a larger player pool and a strong talent pathway from the junior level up to feed the main senior league. With PKL, much progress has been achieved in terms of player development and accessibility. With more opportunities and better rewards, hopefully, the players will be free from being forced to search for trivial jobs to make ends meet and will be able to commit themselves to full-time competitive kabaddi.
That'll take time, but as the PKL caravan rolls out in season eleven, there is lots to admire and applaud. In India's non-cricket commercial ecosystem, kabaddi is a shining example of a sport reinventing itself to connect with fans. It is a rare success story.
Amrit Mathur has worked closely with the BCCI and has served as the media manager of the Indian cricket team during several high-profile tours.
The thoughts and opinions shared here are of the author.
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