Multi-year deal makes way for PAN-India viewership for UPKL across TV and Digital
Partnerships mark a first for a state-level sports IP.
November 3, 2025; National: Zee Entertainment Enterprises Limited’s new initiatives arm Zee Sports and SJ Uplift Kabaddi’s Uttar Pradesh Kabaddi League (UPKL) today announce a three-year strategic broadcast partnership across TV and Digital. A first-of-its-kind partnership for a state-level sports league, the development reinforces the UPKL’s position as a platform that is focused on nurturing and developing grassroots talent, preparing them for the global stage.
As a part of this partnership, Zee Sports will serve as the exclusive broadcast and digital partner for UPKL, airing the next three seasons along with a live stream on Zee5, reaching millions of viewers across India.
With the addition of 4 new franchises this season, UPKL now features 12 teams representing key cities across Uttar Pradesh. The partnership is a pivotal milestone in the league’s evolution as one of India’s most structured regional sporting properties.
Speaking on the association, 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, Director, SJ Uplift Kabaddi, further 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 spans the upcoming season of UPKL and further extends to Season 3 and Season 4. UPKL Season 2 will kick off on December 25, 2025, featuring 71 matches over 19 days in Noida with live telecasts in Hindi to ensure the traditional connect of Kabaddi.
About Zee Sports
Zee Sports, a part of Zee Entertainment Enterprises Ltd.’s strategic sports initiative, is focused on building sustainable and scalable sports IPs that strengthen India’s sporting ecosystem and deliver long-term value for stakeholders.
About Uttar Pradesh Kabaddi League (UPKL)
The Uttar Pradesh Kabaddi League (UPKL) is a professional kabaddi league designed to promote indigenous sport and regional representation across Uttar Pradesh. With 12 city-based franchises, the league focuses on grassroots talent development, structured competition, and fan-driven engagement.
About SJ Uplift Kabaddi Pvt. Ltd.
SJ Uplift Kabaddi Pvt. Ltd. is the conceptualizer, owner, and operator of UPKL, committed to developing kabaddi as a professionally managed and commercially sustainable sport in India.
ALSO READ: Bhojpuri actress Kajal Kumari’s alleged leaked video goes viral