Star India, the official broadcaster of the Pro Kabaddi League (PKL), has retained the media rights of the tournament for a period of five years.
The network retained its media rights for a sum of Rs 180 crore annually, after it emerged as the successful bidder in the fresh media rights auction, which will continue until 2025.
The rights have been retained at an average annual value, which is double of last season’s rights fee (Rs 90 crore).
In an official statement, Mashal Sports said: “Star India has retained the media rights at an average annual value, which is double of last season’s rights fee. The company will be responsible for producing a world-class feed and a strong marketing commitment to the league.”
“Our focus will be to offer our fans more and innovative ways to engage with PKL through various mediums, including television, digital and gaming,” it added.
Earlier, Mashal Sports, the owner of the league and a Star India-owned company, had called for the auctions. However, it is yet not clear whether there were other bidders or not in the auction which was held online.
Significantly, since the inception of the PKL in 2014, Star India, which was the broadcast partner in the inaugural season, later acquired a 74 percent stake in the company, Mashal Sports, that owns the League.
It is for the first time ever since the league kicked-off that the organising company — Mashal Sports announced to open the tender process for the media rights of the tournament.
Anupam Goswami, CEO – Mashal Sports & League Commissioner of the Pro Kabaddi League, said in a statement: “Kabaddi is a magnificent indigenous sport. Mashal, along with its supporters and partners including AKFI, our players, franchises and media rights partner, have been able to create a strong media asset for our beloved fans in the form of the Pro Kabaddi League.”
Stating that the eighth season of the tournament will be held later this year, Goswami further said: “Our focus during this rights period will be to further build on the success of PKL and work closely with Star India to offer our fans more and innovative ways to engage with PKL through various mediums, including television, digital and gaming.”
On the other hand, K Madhavan, President, The Walt Disney Company India and Star India, said: “Pro Kabaddi League stands out as one of the most popular sporting properties in India, and we, at Star India, are thrilled to retain the television and digital media rights for the next five seasons. Over the years, we have made significant investments to enhance the aspirational value of PKL, making it the second most-watched sporting league in the country.”
The development took place as the league’s 12 team owners and Star India had failed to agree on a right price and revenue sharing formula.
Significantly, the eighth season of PKL will start in June or July this year after the previous season was canceled due to the pandemic.