Ultimate Kho Kho was founded by Dabur's Amit Burman who acquired the long-term commercial rights from the Kho Kho Federation of India (KKFI) in 2019.
• The states with maximum viewership growth were Maharashtra and Tamil Nadu with over 5.7 and 5.4 lakh viewers respectively, followed by Andhra Pradesh and Karnataka.
MUMBAI: Ultimate Kho Kho (UKK), the franchise-format league backed by Dabur's Amit Burman, saw a cumulative viewership of 35 million on television and nearly 6 million on video streaming platforms in its first season, league organizers said.
On TV, according to BARC data shared by the league, majority of the viewers were in the age group of 2-14 years (about 19%). The second largest audience was 15–21 year olds at 17%.
UKK Season One had a similar rural, urban split, with 59% of its viewers being male and the remaining 41% being female.
Last year, Sony Pictures Networks India signed a multi-year deal with the league backed by Burman as the official broadcast partner of the league and Bollywood actor Aparshakti Khurana as its lead presenter.
The inaugural edition of the league took place in August in Pune, Maharashtra.
The states that garnered maximum viewership were Maharashtra and Tamil Nadu with over 5.7 and 5.4 lakh viewers respectively, followed by Andhra Pradesh and Karnataka.
Team owners of the league include Adani Sportsline, GMR Sports, rapper Badshah along with Puneet Balan, Capri Global and KLO Sports, ArcelorMittal Nippon Steel India (AM/NS India) and Odisha Sports Development and Promotion Company (OSDPC).
League commissioner and CEO Tenzing Niyogi said the organizers had earmarked around ₹200 crore, which would be infused in a phased manner over five years.
"We clashed with the Asia Cup (cricket) during August, which had two India-Pakistan matches and on the day of our final match, we also had an India-Pakistan clash. With an audience of around 5.4 million over the last five years," Niyogi said. .
He said that Kho Kho is a unique game in India, in which women participate more or less like men.
“A large number of rural women in India have sampled the game growing up. While we haven't been able to reach much in rural areas, eventually we want to reach that segment as well."
He also said that UKK is now one of the top-5 non-cricketing leagues in India after Pro Kabaddi League (PKL) and Indian Super League were the first two and Pro Volleyball League (PVL) and Ultimate Table Tennis (UTT). Fourth and fifth in the standings.
“In total, the league clocked 64 million views worldwide from its broadcast and OTT platforms, of which 41 million viewers were from India and an impressive 23 million from other countries (Indian diaspora). The surprisingly high percentage of female viewers was interesting; For brand new sports on television the split was 41% women compared to 59% men," he said.
A total of 143 players were selected from the draft. Burman founded the league in collaboration with the Kho Kho Federation of India (KKFI).
India's sports media and sponsorship industry has grown to reach ₹95 billion in FY20 but is growing at a slow pace to reach ₹150 billion by 2024, says a report by sports-related employment agency Sporzo and FICCI. Is. The industry had seen a compound annual growth rate of 14% till 2020.
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