From heartland to global prominence: Kho Kho’s transition as a spectacle sport

Kho Kho, one of India’s oldest and most cherished indigenous sports, has witnessed a remarkable resurgence in recent years. Steeped in tradition and showcasing agility, teamwork, and strategy, the game has captivated audiences nationwide. The inaugural season of the Kho Kho World Cup marked a historic moment for the sport, with both the Indian men’s and women’s teams clinching the coveted titles. This triumph not only reinforced India’s dominance in this indigenous sport, but also ignited a renewed passion for Kho Kho, paving the way for its transformation into a global phenomenon.

In an exclusive interaction with Adgully, Mandeep Malhotra, Chief Marketing Officer, Kho Kho Federation of India (KKFI), sheds light on the strategies and vision behind elevating Kho Kho to new heights. He delves into the unique opportunities the sport presents, the roadmap for its growth, innovative marketing strategies, and the immense potential for brand partnerships. Malhotra also discusses how digital platforms, traditional media, and sustainable practices are being leveraged to create a robust foundation for Kho Kho’s global prominence.

What unique opportunities did you identify in Kho Kho that inspired you to take it to the next level?

Kho Kho presented a unique confluence of factors that ignited my passion to elevate it. Its indigenous roots and deep connection to Indian culture offer a powerful narrative that resonates deeply with the nation. The sport itself is incredibly dynamic and captivating with fast-paced action, intricate strategies, and emphasis on agility and teamwork. I recognized a significant untapped potential in Kho Kho’s ability to connect with a younger generation. By leveraging modern media and creating exciting content, we can transform Kho Kho into a cool and contemporary sport that resonates with today’s youth, inspiring a new wave of participation and fandom.

What strategies are you implementing to transform Kho Kho into a large-scale sporting spectacle?

Our strategy focuses on enhancing the on-field experience, creating a vibrant and engaging atmosphere around the matches, building a strong brand identity, and leveraging data analytics. We are improving the quality of play through rigorous player development programs and implementing stringent rules and regulations. We are creating a vibrant and engaging atmosphere by incorporating entertainment elements such as music, dance, and art. We are building a strong brand identity by developing a compelling narrative that highlights its unique values. We are leveraging data analytics to understand fan preferences and tailor our strategies to maximize engagement and create a truly unforgettable sporting experience.

How are you positioning Kho Kho to appeal to brands looking for fresh, impactful sponsorship opportunities?

We are positioning Kho Kho as a unique and compelling platform for brands seeking to connect with a passionate and engaged audience. We are emphasizing the sport’s authentically Indian roots and its deep connection with the nation's cultural heritage. We are highlighting the sport’s unique demographic – a young, energetic, and tech-savvy audience. We are developing innovative sponsorship packages that offer a range of engagement opportunities, from traditional advertising placements to exclusive fan experiences and co-branded merchandise. By offering a unique and valuable platform for brand integration, we are attracting a diverse range of partners who recognize the potential of Kho Kho as a powerful marketing tool.

What is the allocated marketing budget for promoting Kho Kho, and how is it being utilized?

We have allocated a significant budget for the comprehensive marketing and promotion of Kho Kho. This budget is being strategically utilized across multiple channels. We are investing heavily in digital marketing campaigns, including social media outreach, influencer marketing, and targeted online advertising. The Kho Kho Federation of India (KKFI) allocated 30% of its marketing budget to out-of-home advertising, with the remaining budget divided among digital, TV, and radio channels.

We are leveraging traditional media channels such as television and print advertising and investing in grassroots initiatives, such as school programs and community outreach events. We are also utilizing data analytics to track the effectiveness of our campaigns and optimize our spending to ensure maximum return on investment.

What are your revenue expectations for Kho Kho over the next few years?

The Kho Kho World Cup has already generated significant revenue through sponsorships, reaching Rs 40 crore. We have ambitious revenue expectations for Kho Kho in the coming years. We anticipate significant growth driven by the successful launch and growth of a professional Kho Kho league, increased merchandise sales, and exploring new revenue streams such as licensing and gaming. We are confident that by executing our strategic plan effectively, we can achieve substantial financial growth for Kho Kho and ensure the sport's long-term sustainability.

What role do traditional media platforms like TV and print play versus digital and social media in your strategy?

Both traditional and digital media play crucial roles in our overall strategy. Traditional media offer broad reach and help establish credibility and legitimacy for the sport. Digital and social media are essential for targeted engagement and building a strong online community. They allow us to interact directly with fans, gather valuable insights into their preferences, and deliver personalized content. By effectively integrating both traditional and digital media, we can maximize our reach, engage a diverse audience, and build a strong and sustainable fan base.

How are you ensuring the sport’s growth is sustainable, both financially and operationally?

Financial sustainability for Kho Kho hinges on diversifying revenue streams through sponsorships, media rights, merchandise sales, and ticket revenue, while simultaneously streamlining operations to minimize costs. Ensuring the sustainable growth of Kho Kho requires a multi-faceted approach. Financially, we are developing a robust and diversified revenue model and exploring innovative funding models.

Operationally, we are prioritizing player development and welfare by investing in high-quality coaching and training programs and improving player safety standards. We are also building a strong and transparent governance structure. By focusing on both financial and operational sustainability, we can ensure the long-term success of Kho Kho.

How do you plan to use digital platforms and OTT services to amplify the sport’s reach?

Digital platforms and OTT services are crucial for amplifying Kho Kho’s reach. We will live stream matches and create exclusive behind-the-scenes content. We will utilize social media platforms to build a strong online community, interact with fans, and deliver personalized content. We will explore innovative digital initiatives, such as interactive games, virtual reality experiences, and fantasy leagues. By effectively utilizing the power of digital platforms and OTT services, we can connect with a global audience, build a loyal fan base, and transform Kho Kho into a truly global sport.