PKL: sponsors adding up even as matches start

02 Aug, 2017 - 10:32 AM IST | By indiantelevision.com Team

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MUMBAI: Pro-Kabaddi League (PKL) Season 5 has begun and is still seeing a lot of interest from the brands. PKL already has six sponsors and three partners which includes Vivo -- the title sponsor. The latest entrant is Manyavar as an on-ground sponsor.

The sponsorship for PKL Season 5 has increased by 12 per cent as compared to the sponsorship for Season 4, which was 59 per cent. On-ground sponsorship in 2015 and 2016 for PKL was Rs 480 million and Rs 1.23 billion, respectively.

Vivo reportedly signed a Rs 3 billion deal for five years with the league. Associate sponsors -- Gillette, TVS Motors, Association of Mutual Funds of India, Bajaj Electricals, Indo Nissin, RR Kabel and Manyavar have paid around Rs 120-150 million each, according to industry sources.

Star India EVP Anil Jayaraj said, "Kabaddi has been clearly established as the number two sport in India after cricket." With 10-second spots selling at an average of Rs 1.5 lakh, media buyers said that the rates are just lower than the Indian Premier League as far as sports events are concerned.

Each match has around 3,000 seconds of inventory, and with more than 50 per cent of the inventory sold, Star India is "already in a good place." PKL's sponsorship revenue is up by 320 per cent from a "battery of new advertisers," with 12 teams competing for Rs 80 million worth of prize money.