{"id":38966,"date":"2025-05-27T11:34:21","date_gmt":"2025-05-27T06:04:21","guid":{"rendered":"https:\/\/www.themediaant.com\/blog\/?p=38966"},"modified":"2025-05-30T13:00:14","modified_gmt":"2025-05-30T07:30:14","slug":"why-brands-are-betting-big-on-pro-kabaddi-league-real-campaign-wins-from-2024","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/why-brands-are-betting-big-on-pro-kabaddi-league-real-campaign-wins-from-2024\/","title":{"rendered":"Why Brands Are Betting Big on Pro Kabaddi League \u2013 Real Campaign Wins from 2024"},"content":{"rendered":"\n<p>India\u2019s sports calendar is no longer limited to cricket. With the growing popularity of <strong>Pro Kabaddi League (PKL)<\/strong>, brands now have new, high-impact arenas to connect with engaged regional and national audiences. These properties offer a compelling mix of reach, emotional loyalty, and cost-effective advertising opportunities. Whether through on-ground activations, jersey sponsorships, or CTV video ads, brands are increasingly using these platforms to stay visible beyond cricket. In 2024, two such campaigns from Freemens and Digidartup demonstrated how even niche sporting leagues can deliver strong awareness and targeted engagement.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-69e76f2d0df87\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-69e76f2d0df87\"  type=\"checkbox\" id=\"item-69e76f2d0df87\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/why-brands-are-betting-big-on-pro-kabaddi-league-real-campaign-wins-from-2024\/#Case_Study_1_Freemans_%E2%80%93_Pro_Kabaddi_League_Phase_3_2024\" title=\"Case Study 1: Freemans \u2013 Pro Kabaddi League Phase 3, 2024\">Case Study 1: Freemans \u2013 Pro Kabaddi League Phase 3, 2024<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/why-brands-are-betting-big-on-pro-kabaddi-league-real-campaign-wins-from-2024\/#Case_Study_2_Hockey_India_League_via_PKL_Midrolls_2024\" title=\"Case Study 2: Hockey India League via PKL Midrolls, 2024\">Case Study 2: Hockey India League via PKL Midrolls, 2024<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/why-brands-are-betting-big-on-pro-kabaddi-league-real-campaign-wins-from-2024\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Case_Study_1_Freemans_%E2%80%93_Pro_Kabaddi_League_Phase_3_2024\"><\/span><strong>Case Study 1: Freemans \u2013 Pro Kabaddi League Phase 3, 2024<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfDfAu-pt4sthTCzKyf0TV5NN9Vo8g41ABJ1vp_leYrVzFVccZgi2Ap3tyW_QFMsLO86OBpcRLiZgRGLDgxUcodIoZ9Tuj3p7DcHhQwVlcPSA7RPX0wkQwtIRD5FmgTMGUc-mQcqw?key=7XL_bcCX_FHdeHY4JvFRfA\" width=\"624\" height=\"105\" alt=\"\" title=\"\"><\/strong><\/p>\n\n\n\n<p>Freemans, a well-known measuring tape brand, activated a high-impact on-ground campaign during <strong>Phase 3 of the Pro Kabaddi League 2024<\/strong> to complement its <strong>jersey sponsorship of the Tamil Thalaivas<\/strong> team. The brand aimed to drive awareness and boost visibility among a male-dominated audience aged 25 and above from <strong>NCCS A, B, and C segments<\/strong> across India.<\/p>\n\n\n\n<p>The campaign was executed through <strong>in-stadium branding and live match activations<\/strong> in <strong>Pune<\/strong>, ensuring direct audience interaction during match moments. By embedding its messaging within the live kabaddi experience, Freemens successfully captured attention at a hyper-local level while reinforcing its national presence through the Tamil Thalaivas association. The strategic combination of <strong>on-ground engagement and team partnership<\/strong> led to a measurable lift in brand recall among kabaddi fans, making the brand synonymous with real, reliable tools in a sport built on precision and strength.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Case_Study_2_Hockey_India_League_via_PKL_Midrolls_2024\"><\/span><strong>Case Study 2: Hockey India League via PKL Midrolls, 2024<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfPH963kiFYjnM2jFKydMgnFMk8xZdAYehgTGmdvCpU7aHJmvjz-I85b9xuSX-J4ONbQNfiyxS1csD5tXifjWmZAF3sOXIGWoqBYF3qCX8Z8gYt1KM1YcryNsgBVFymBnzDi67MhQ?key=7XL_bcCX_FHdeHY4JvFRfA\" width=\"436\" height=\"229\" alt=\"\" title=\"\"><\/strong><\/p>\n\n\n\n<p>Digidartup launched a <strong>Connected TV campaign<\/strong> to build pan-India brand awareness during the <strong>Hockey India League 2024<\/strong>, cleverly timing the media with <strong>popular PKL match slots<\/strong> on Disney+ Hotstar between <strong>December 24 and 27, 2024<\/strong>.<\/p>\n\n\n\n<p>The campaign executed <strong>16 mid-roll video ad spots<\/strong> across <strong>6 key kabaddi matches<\/strong>, using <strong>10-second creatives<\/strong> designed for quick, high-recall impact. The campaign delivered over <strong>8.3 lakh impressions<\/strong> and reached more than <strong>3.1 lakh unique viewers<\/strong>, achieving <strong>100 percent delivery<\/strong> against the planned inventory. By riding the wave of PKL\u2019s growing digital audience and associating with live sports moments, Digidartup effectively extended its visibility across both <strong>regional and national audiences<\/strong>, all within a focused, cost-efficient media window.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As viewer interest expands beyond cricket, leagues like <strong>PKL<\/strong> is opening up powerful, underutilized spaces for brand storytelling. Freemans\u2019 activation showed how on-ground presence during kabaddi matches can build meaningful, face-to-face engagement, while Digidartup\u2019s midroll strategy proved how CTV campaigns during non-cricket sports can still deliver scale and sharp targeting. These campaigns confirm that India\u2019s evolving sports ecosystem offers fresh ground for brands ready to move fast, go regional, and stand out where few others are playing.<\/p>\n\n\n\n<p>Let The Media Ant help you plan your next campaign across India\u2019s rising sports leagues. We\u2019ll help you capture attention, engage smarter, and show up where it counts. Reach out to us at <strong>Ad@themediaant.com<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>India\u2019s sports calendar is no longer limited to cricket. With the growing popularity of Pro Kabaddi League (PKL), brands now have new, high-impact arenas to connect with engaged regional and&#8230;<\/p>\n","protected":false},"author":34441,"featured_media":38982,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3475,3642,3219,3218,3594],"tags":[882,1662],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/72-2.png?fit=740%2C549&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/38966"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34441"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=38966"}],"version-history":[{"count":2,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/38966\/revisions"}],"predecessor-version":[{"id":39009,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/38966\/revisions\/39009"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/38982"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=38966"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=38966"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=38966"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}