In a landmark move for regional sports in India, Zee Entertainment Enterprises Limited’s sports arm, Zee Sports, has entered into a three-year strategic partnership with SJ Uplift Kabaddi’s Uttar Pradesh Kabaddi League (UPKL). Under this deal, Zee Sports will serve as the exclusive broadcast and digital partner for the league, covering the next three seasons across television and Zee5’s digital platform.
The multi-year agreement marks a significant milestone for a state-level sports league, paving the way for PAN-India viewership and elevating Kabaddi’s regional roots onto a national stage.
With four new franchises joining this season, the Uttar Pradesh Kabaddi League now features 12 teams representing key cities across the state. The partnership strengthens UPKL’s vision of developing a structured and sustainable platform to nurture grassroots Kabaddi talent and prepare athletes for larger arenas.
Bavesh Janavlekar, Business Head, Zee Sports, said, “At Zee Sports, we believe in championing India’s sporting heritage. Our focus is on building sustainable regional and national IPs that inspire fandom and create long-term value. Through our partnership with UPKL, we aim to give Kabaddi the storytelling and platform it deserves by leveraging Zee’s vast broadcast and digital network.”
Echoing the sentiment, Sambav Jain, Founder and Director of SJ Uplift Kabaddi, said, “This partnership with Zee Sports reflects UPKL’s growth from a regional initiative to a scalable sporting enterprise with national ambitions. Season 1 validated our vision through strong fan engagement and franchise participation. With Season 2, we aim to take Kabaddi into homes across India and strengthen our mission of building a professional, inclusive Kabaddi ecosystem.”
The agreement covers Seasons 2, 3, and 4 of UPKL. The upcoming Season 2 is scheduled to begin on December 25, 2025, in Noida, featuring 71 matches over 19 days, with live telecasts in Hindi to maintain the sport’s traditional connect.
This collaboration between Zee Sports and UPKL marks a defining chapter in regional sports broadcasting — one that underscores the rising stature of homegrown leagues and the growing appetite for regional sporting entertainment across India.
