Zee Entertainment Enterprises Limited’s (ZEEL) sports arm, Zee Sports, has entered into a three-year partnership with SJ Uplift Kabaddi’s Uttar Pradesh Kabaddi League (UPKL) for the broadcast and digital rights of the regional kabaddi league. The agreement, valued at an undisclosed amount, marks a significant step in strengthening regional sports programming and promoting kabaddi across India.

According to a press release, Zee Sports will serve as the exclusive broadcast and digital partner for UPKL, airing all matches on television and streaming them live on Zee5. The partnership covers three consecutive seasons, beginning with the upcoming 2025 edition scheduled to start on December 25 in Noida. The season will feature 71 matches over 19 days, with live telecasts in Hindi to ensure a wider regional reach. The deal will also extend to Seasons 3 and 4 of the league.

Bavesh Janavlekar, Business Head of Zee Sports, said the collaboration reinforces Zee’s long-term vision of building sustainable and scalable sporting properties. “Our focus is on creating regional and 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 network and Zee5’s digital ecosystem. Together, we’re ready to take kabaddi to greater heights,” Janavlekar stated.

UPKL, launched last year with eight franchises, has quickly gained traction among kabaddi fans. The second season will see the addition of four new teams representing major cities across Uttar Pradesh, expanding the league’s footprint and audience appeal.

Sambhav Jain, Founder and Director of SJ Uplift Kabaddi, said the tie-up with Zee Sports signals UPKL’s evolution from a regional initiative into a major sporting enterprise. “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,” Jain said.

He further added that the collaboration will enhance the visibility of players and teams while promoting a professional, inclusive, and sustainable kabaddi ecosystem in the state and beyond.

The partnership is expected to not only expand the audience base for UPKL but also strengthen Zee Sports’ growing sports portfolio, reflecting the rising popularity of regional leagues and grassroots sporting initiatives across India.