The Uttar Pradesh Kabaddi League (UPKL) has announced a new partnership with Screenox, bringing the cinema advertising platform on board as its official Cinema Partner for the upcoming Season 2.

The collaboration will grant UPKL access to more than 900 branding sites across PVR INOX properties nationwide, significantly boosting the league’s visibility among cinema audiences.

According to an UPKL press release issued on December 12, the association is designed as a mutually beneficial alliance, with Screenox leveraging UPKL’s rising popularity to strengthen its presence across Uttar Pradesh and other key markets. The league’s second season is set to commence on December 24, 2025.

The partnership will bolster UPKL’s promotional outreach across major metro cities, including Mumbai, Kolkata, Hyderabad, New Delhi, Ahmedabad, and Bengaluru, in addition to Tier 1 and Tier 2 cities. The move aims to expand the league’s footprint by targeting cinema-goers—a demographic that offers scale, engagement, and strong brand recall.

Expressing his enthusiasm, Gautam Gulati, Founder of Screenox, said the association aligns with the company’s mission to promote grassroots talent and bring impactful sports content to wider audiences. “Kabaddi has become one of the most passionately followed sports in our country, and UPKL’s dedication to nurturing talent at the grassroots aligns perfectly with our mission. We look forward to amplifying the league’s presence across our network and more specifically PVR INOX digital screens nationwide,” he said.

Aishwarya Gautam, CEO of SJ Uplift Kabaddi, welcomed Screenox to the UPKL family, noting that the partnership strengthens their goal of positioning kabaddi as a mainstream Indian sport. “Their support strengthens our mission to elevate kabaddi as a mainstream sport and bring its excitement to a wider, more diverse audience. Together, we look forward to creating a larger, richer fan experience across the country,” she said.

UPKL Season 2 will be held at the Noida Indoor Stadium beginning December 24, with matches to be broadcast live on Zee Bollywood, &Pictures HD and Anmol Cinema 2, along with streaming on ZEE5. The league, owned and operated by SJ Uplift Kabaddi, saw participation from over 12 national brands in its inaugural season and is expected to attract even broader interest this year.

The partnership marks another step in UPKL’s effort to build deeper nationwide engagement as kabaddi continues to strengthen its standing among India’s most-watched homegrown sports.