Can kabaddi rival the popularity of cricket?

Kabaddi, predominant popular game of India’s rural masses received great exposure through its modern format, Pro Kabaddi League (PKL). The league has not only revolutionised the sport but also opened a new door for the audience. Gone are the days when Indian sport on television was restricted to cricket and the Olympics. Although considered as an offbeat game, the glamour brought about by the PKL has elevated the sport’s status. The kabaddi makeover hitting television screens all over India has emerged as a ray of hope to traditional sports in India. The way the game was explored shows the power of this indigenous sport.

Millions of viewers

According to several reports, the PKL was viewed by more than 500 million viewers. The numbers were unimaginable weeks before the league kicked off. The opening night of the event was seen by 22 million viewers, ten times more than the number that watched the FIFA wrold cup opening match.

The success of the league has to be credited to several people. But the man who created, developed and executed the idea was Charu Sharma.

Sharma, managing director of Mashal Sports, organisers of PKL, said that people have come together to give PKL the shape that it has now and the most important thing needed is to have solid ground underneath and a strong television partner.

There is a need to maintain this strategy to maintain the boom kabaddi has experienced. Kabaddi is a game of hinterland and has national importance. People residing in rural area feel a deep connection with the sport. They would have been proud to see their sport attain national importance.

Adding glamour to the traditional sport

Taking inspiration from India’s most popular game, cricket, PKL is comprised of a bright and modern format. Though accused of glamorising, sponsors are happy to adopt the presentation, which helped attract millions of viewers, giving the sport nationwide recognition. Players in bright outfits enter the arena accompanied by booming music, pyrotechnics, plumes of smoke and colourful strobe lighting.

Big-name celebrities and firms were involved with the league, leading to the huge publicity blitz. With affordable ticket prices, the arenas ensured sold-out crowds at every city the league travelled. The structure of the league has ensured that the popularity is matched in profitability as well.

Reaching audience at a lower price

According to BBC, running costs, including salaries and travel, are estimated at $800,000 per club. By comparison, in the 2014 Indian Premier League, Delhi Daredevils paid some $1.4m just for the services of Kevin Pietersen - while an IPL franchise costs about $10m. A major factor that could boost kabaddi to get bigger is that it can achieve the television numbers at a much lesser cost than cricket.

PKL has opened doors for other Indian traditional sports to start their own leagues, which will help to promote and develop those sports in India. With a proper platform, a career in traditional Indian sports might not be too distant in the future. There is still time for kabaddi to attain the popularity of cricket, but with the proper attention, the PKL is proof that the sport has the potential to be at par with India’s most popular sport.