Puneri Paltan’s Kailash Kandpal on the changing dynamics of home-grown sports

The Pro Kabaddi League (PKL) has transformed the landscape of Indian sports, bringing kabaddi into the limelight and earning it recognition both nationally and globally. Established in 2014, the PKL has played a crucial role in popularizing this traditional Indian sport by showcasing it on a grand stage. With matches broadcasted on Star Sports and streamed on Disney+ Hotstar, kabaddi has garnered a substantial following and elevated its profile to an international audience.

In an exclusive conversation with Adgully, Kailash Kandpal, CEO, Puneri Paltan, shares insights on the league’s impact and future prospects. Kandpal discussed how the Pro Kabaddi League has significantly boosted the sport’s popularity and growth, and how the league’s influence extends beyond Indian borders. He also elaborated on the strategic partnerships and long-term plans that are crucial for the team’s financial sustainability and market positioning.

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

Thanks to the Pro Kabaddi League, the home-grown Indian sport has received the recognition it deserves and has been accepted not only in India but also globally. Through Star Sports and Disney+ Hotstar, it is being televised around the world. The sport has gained significant recognition, but there is still a long way to go.

How has the government contributed to the growing popularity of kabaddi and its rise as an internationally recognized sport?

We are a formidable team in the Asian Games, and this year we won an Asian gold medal. The federation and state federations are fulfilling their roles, but there is always room for improvement and much more to be done to take it to the next level.

What strategic partnerships have you established to enhance your team's brand and expand its audience reach? Additionally, what key performance indicators (KPIs) do you monitor to measure the success of these efforts?

Over the years, many brands have associated with the team. For example, Force Motors has been with us since season five and remains a long-standing partner, as do Schaeffler, Still, Tata Projects, and Briscoe Projects. We engage in a lot of brand integration, fan engagement, and employee engagement with these large firms. There are numerous marketing activities happening both on the ground and on TV and radio.

When discussing long-term partnerships, how do you ensure the financial sustainability of your team over the long term? Also, what strategies do you have in place for managing risks and uncertainties in the sports industry?

Risk is a part of any business, and sports come with their own set of risks. We saw what happened during COVID when all activities were halted for almost 15 to 18 months. However, as a sports institution, we focus on long-term projects and goals. We ensure that we establish long-term partnerships with brands and partners, which help us maintain financial stability.

What are some of the challenges and opportunities that attract Pro Kabaddi League in terms of sponsors?

The challenge is how do we bring this sport to new audiences, and how do we build athletes and get brands to endorse them? That’s the biggest challenge right now with kabaddi. Of course, we are doing our part and making progress. We are focusing on engagement, influencer marketing, and brand integration with our sponsors. We are also working to elevate our athletes, who are the heroes of our team, and put them at the forefront.

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

Over the years, we’ve developed strong brand associations and established a significant market presence. We focus on brands that are home-grown in Pune but also have a national presence. For example, Still, Schaeffler, and Force Motors are all brands rooted in Pune. We’re also in discussions with a few other Pune-based brands as we look to strengthen our relationships in the Pune market. Of course, these brands also have a national presence.

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

We are exploring other sports as well. We are always on the lookout, but it has to be financially viable for the business. We are focusing on kabaddi and have established a youth academy where we are heavily investing. We are already seeing talent emerging from these academies. So, we have plans in place to grow the sport and expand our organization’s involvement in the sporting business.