Zee Entertainment Enterprises’s sports initiatives arm, Zee Sports, has entered into a three-year strategic broadcast partnership with SJ Uplift Kabaddi’s Uttar Pradesh Kabaddi League (UPKL). The collaboration has marked a significant milestone as the first exclusive broadcast and digital partnership for a state-level sports league in India.
As part of the agreement, Zee Sports has served as the exclusive broadcast and digital partner for UPKL, airing the next three seasons of the league across television and live streaming on Zee5. The move has aimed to bring the tournament to millions of viewers across the country.
The Uttar Pradesh Kabaddi League has expanded this season with the addition of four new franchises, taking the total to 12 teams representing major cities across the state. The partnership has also strengthened UPKL’s efforts to build a structured regional sporting property focused on nurturing grassroots talent and creating pathways to the national and global stages.
The three-year deal has covered the upcoming second season of UPKL as well as Seasons 3 and 4. UPKL Season 2 was scheduled to begin on December 25, 2025, in Noida, featuring 71 matches over 19 days. The tournament will be telecast live in Hindi to maintain Kabaddi’s traditional connect with audiences.
Bavesh Janavlekar, Business Head- Zee Sports, Zee Entertainment Enterprises, 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.”
Sambav Jain, Founder and Director, SJ Uplift Kabaddi, 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.”
