MAM
Ultimate Kho Kho raises valuation, secures a series-A PE funding from UK-based BNP group
Mumbai: In a ground-breaking move to bolster the growth of Kho-Kho firstly in India and then globally, Ultimate Kho Kho (UKK), a professional Kho-Kho league, has secured a Series A funding from UK-based BNP Group — a private investment firm that invests in scalable and disruptive business ideas.
Ultimate Kho Kho becomes the first sports league in India to secure private equity investment to grow the trajectory of Kho-Kho in India and globally. This strategic partnership signifies a pivotal moment in the annals of sports investment, not only fortifying BNP’s standing in the sports industry but also affording a global platform for the promotion of indigenous sports.
Promoted by Amit Burman in collaboration with the Kho Kho federation of India, Ultimate Kho Kho remains steadfast in its mission to reimagine the growth of this homegrown sport with more significant dynamism and engagement. The league already enjoys robust backing and patronage from distinguished state and corporate entities, including Odisha Sports Development and Promotion Company, GMR Sports, Adani Sportsline, Capri Global, Punit Balan Group, and KLO Sports, all of whom have invested as franchise owners in the league.
Ultimate Kho Kho’s notable success in its inaugural season was pivotal in attracting this substantial investment from BNP group. The inaugural season of Ultimate Kho Kho reached a noteworthy milestone, garnering a substantial viewership of 164 million across a spectrum of media platforms and 225 million video views on social media, thus securing its position among the top three non-cricketing leagues in India. With 41 per cent of female viewership, the league proved the sport’s expansive and inclusive appeal in India.
Sharing his thoughts on the remarkable association, the UKK promoter Amit Burman stated, “Keeping in mind the global ascendancy of indigenous sports, this partnership with BNP Group is a massive milestone for Ultimate Kho Kho and our plans to grow the league as a bigger commercial entity. Together, we are poised to unlock newer opportunities and redefine the future of the sporting ecosystem of India and contributing towards developing a multi-sport-playing nation. This investment will empower us to build a stronger, bolder platform that resonates with Kho-Kho fans worldwide.”
With this historic investment, Ultimate Kho Kho and BNP group are forging a path for the future of indigenous sports that pledges to inspire, innovate, and rejuvenate the global sports landscape. The reverberations of this collaboration are poised to resonate among athletes, fans, and stakeholders alike, ushering in an era of excellence and inclusivity in the realm of sports leagues.
BNP group founder and chairman Biswanath Patnaik echoed similar sentiments stating, “This investment by BNP Group in India being the first of its kind, has already set the foundation stone for the upliftment of grass-root level sports in India. Enamoured by the Hon’ble PM Mr. Narendra Modi’s vision of making India a global sports powerhouse, I am determined to help Indian children to adopt this indigenous sport providing a platform for talented athletes to shine on the global stage. BNP’s investment is not just financial; it’s a testament to our commitment to fostering the growth and development of indigenous sports and creating a legacy that will inspire generations to come.”
The Ultimate Kho Kho is poised for Season 2, having recently conducted a player draft where the nation’s top 145 players, including 33 young talents, were meticulously selected by six franchises in anticipation of the upcoming season.
MAM
Crocs and Lego launch new collaborative collection in India
Iconic brands bring playful creativity to footwear with first drop on 13 April 2026.
MUMBAI: Crocs and Lego have clicked together once again and this time, the bricks are heading straight for Indian feet. The global footwear brand Crocs has announced the India launch of its latest Crocs x Lego Group collection, following the excitement of their multi-year global partnership unveiled earlier this year. The collaboration celebrates creativity, play, and individuality, merging Crocs’ signature comfort with Lego’s iconic building-block spirit.
The collection will roll out in two phases. A digital-exclusive pre-launch begins on 13 April 2026 on crocs.in, featuring four styles: the Lego Masterbrand Creativity Clog, Lego Midnight Garden Creativity Clog, Lego Creativity Clog, and Kids’ Lego Creativity Clog. Each pair purchased during this phase will include an exclusive Lego minifigure as a collectible bonus.
From May 2026, the full collection will be available across select Crocs stores, VegNonVeg, and Foot Locker outlets nationwide.
The designs playfully blend Crocs’ classic clog silhouette with Lego brick-inspired details, complete with custom Jibbitz charms on the upper and sole. The collection encourages wearers to treat their footwear as a canvas for personal expression, without any set instructions just an open invitation to build, explore, and have fun.
Crocs chief marketing officer Carly Gomez said, “The Lego Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit. We are both brands that pride ourselves on being built different, celebrating self-expression and fuelling creativity.”
LEGO Group, head of licensing & extended line design & partnerships Satwik Saraswati added, “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities.”
The campaign will extend beyond the product launch through creator-led seeding, elevated visual merchandising, and exclusive on-ground previews, supported by a deeper partnership with the Lego India team.
In a market that loves both comfort and fun, Crocs and Lego have built something special, a collection that lets every step feel like playtime. Get ready to click your heels (or rather, your clogs) because this collaboration is set to be a blockbuster hit with Indian fans.
