Apurv Gupta on bolstering the sports landscape with desi sports leagues

The Pro Kabaddi League (PKL) has significantly transformed the landscape of kabaddi in India since its inception a decade ago. As the second most-viewed sport in the country, PKL has consistently attracted millions of fans, elevating kabaddi from a traditional pastime to a major sporting phenomenon. The league's impact is evident at both national and international levels, with its engaging format and high-profile matches drawing attention from across the globe.

In an exclusive conversation with Adgully, Apurv Gupta, COO, Head of Contact Sports, shares insights on how the League has bolstered the sport’s popularity and outlined future strategies for furthering kabaddi’s reach. Gupta also ralks about the League’s role in advocating for kabaddi’s inclusion in the Olympics, the significance of strategic partnerships, and the measures Contact Sports is taking to ensure long-term financial stability and market differentiation for their teams, and more.

How has the Pro Kabaddi League impacted the popularity and growth of kabaddi in India?

The Pro Kabaddi League’s existence for ten years, as the second most-viewed sport, speaks volumes about its popularity. It is consistently watched by hundreds of millions of fans. We see this at the team level as well, with fans deeply engaged, especially before the auction, supporting the team and discussing their favorite players. Overall, PKL has been fantastic for the sport, and we hope it continues to grow.

As we enter a significant Olympic year, kabaddi is still not part of the Olympics. What steps has the Pro Kabaddi League (PKL) taken, and what are its plans for advocating the inclusion of kabaddi in the Olympic Games?

As far as the League goes, the aim of all stakeholders is to grow the sport both nationally and internationally. We see many international players participating in the teams, and the rise of nations like Iran and Chinese Taipei in the Asian Games this year is a testament to this growth. The ultimate objective for any sport, including kabaddi, is to reach the Olympics. Federations are exploring ways to achieve this, but it will require significant effort. The PKL ecosystem, including the franchisees, will provide the necessary support to make this happen.

Kabaddi is a home-grown sport. What role has the government played in providing funding and support for professional leagues like Kabaddi to help elevate the sport to an international level?

I believe that’s a better question for the league or the federation itself. At the franchise level, we contribute by selecting and training players. The league has a program called “New Young Player”, where franchisees scout and invest in young talent to develop them to PKL standards. However, regarding government support, that's something the federation or the league can address more effectively.

What types of strategic partnerships have you formed to enhance your team's brand and expand its reach? And, what key performance indicators (KPIs) do you use to measure the success of your marketing efforts?

We have a long legacy, but with new ownership, we are realigning our overall philosophy for how we approach each franchise. Capri Sports manage 4 franchises not in PKL but 4 different leagues - Pro Kabbadi League, ILT 20, Womens Premier League and Ultimate Kho Kho League.
Over the past year, we have focused on aligning all team brands around the warrior spirit. This concept is important to us not only in terms of performance on the mat, but also in how our players are perceived outside of the sport, how we impact the community, and how we contribute to the sport’s growth.

In terms of metrics, social media is a key tool for franchisees in every sport. Digital access to fans allows us to expand our reach and connect with millions. We place significant importance on social media and digital media efforts. Additionally, we focus on engaging with our home market. For example, last year in Kolkata, we conducted several initiatives, including involving influencers and kids in the stadium. From a brand perspective, the warrior spirit is central to our identity, and we aim to establish and promote this ethos.

What are the challenges and opportunities in attracting and retaining sponsors for teams like the Bengal Warriors, and for sports teams in general, in today’s market?

In terms of sponsorship, a lot depends on the market environment and the timing of the league. Fortunately for PKL franchises, the Pro Kabaddi League has proven itself over the past ten years, and sponsors are aware of its success, with ratings on the rise. This definitely helps when reaching out to potential sponsors.

However, challenges remain. Securing sponsorship and raising funds is never easy, as everyone wants to achieve better results. You need a strong pitch and a clear articulation of how your team stands apart. We focus on building and fostering long-term partnerships with our sponsors. Our approach is to emphasize the value and uniqueness of our team, supported by a fantastic team dedicated to driving our sponsorship efforts.

How do you ensure long-term financial stability for your team, particularly in a sports market that is often uncertain and dependent on market conditions?

To ensure long-term financial stability, we focus on several key strategies. As a new organization, we are working on rebranding, rebuilding, and establishing our own philosophy. When engaging with sponsors, we share our vision with them and emphasize our commitment to long-term partnerships. For example, we have a partner in Dafa News featured on our jersey. We also maintain relationships with previous sponsors to understand their experiences and explore ways to enhance collaboration. This approach helps us address both our needs and theirs, fostering strong, enduring partnerships that are crucial for long-term stability.

 How do you position your team to stand out from other PKL teams in a competitive market?

To stand out from other PKL teams in a competitive market, we leverage several key factors. Firstly, our strong legacy as the Bengal Warriors, including our achievement as season seven champions, helps differentiate us. We have also secured top talent, such as one of the best raiders, who has been with us for the past two seasons. This combination of legacy and talent positions us uniquely with our sponsors.

Moreover, it comes down to how we approach potential sponsors, our vision, and the value we can offer them. Each franchise has its own set of advantages and disadvantages, and we focus on communicating our unique strengths to find an edge over our competitors.

What are your expectations for the future growth of the Pro Kabaddi League? Additionally, do you have any plans to expand your business involvement into sports beyond kabaddi?

As a sports company, we are already involved in several sports beyond kabaddi. We operate Capri Sports, which includes the UP Warriors in the Women’s Premier League, the Rajasthan Warriors in the Ultimate Kho-Kho League, the Bengal Warriors in the Pro Kabaddi League, and the Sharjah Warriors in the ILT20. We have four franchises across different sports and are actively looking to expand further. We evaluate opportunities based on market sentiment and the potential for growth, always focusing on how we can contribute to the development and expansion of sports.

Regarding the Pro Kabaddi League (PKL), it has been on a fantastic journey. Every league experiences its ups and downs, but PKL has shown increasing viewership and a strong response from fans over the past few seasons. There is a growing appetite for more league games, and our hope is that the league continues to grow and bridge the gap with other major leagues. This year, we aim to perform better, qualify for the playoffs, and contend for the championship. Overall, the PKL is on the right trajectory.

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