JioStar onboards four sponsors for PKL Season 12

The sponsor roster so far has Shriram Finance Limited, UltraTech Cement, Birla Tilestix and Red Bull

by e4m Staff
Published: Aug 25, 2025 5:08 PM | 2 min read

JioStar, the official broadcaster of the Pro Kabaddi League (PKL), has announced the onboarding of four marquee sponsors for Season 12, which kicks off on August 29, 2025, in Visakhapatnam. The sponsor roster so far has Shriram Finance Limited (BFSI), UltraTech Cement (Infrastructure), Birla Tilestix (Tile Adhesive), and Red Bull (Energy Drink). More brands are expected to join the bandwagon ahead of the season, the company said in a release.

“PKL has cemented its position as India’s second-largest sporting league, with Season 11 reaching over 283 million viewers across TV and digital. In Hindi-speaking markets alone, Season 11 reached 140 million viewers, outperforming top reality, quiz, and talent shows. Beyond scale, PKL is among the most engaging sports properties in India, with audiences watching an average of 64% of game time per match,” stated a press release.

A JioStar spokesperson said: “PKL has built a loyal and growing viewership, making it one of the most followed sporting leagues in the country. Season 12 will build on this momentum by offering brands high-impact visibility and strong engagement with premium audiences. With Season 12 arriving just ahead of the festive season, the league offers the perfect timing for partners to amplify their presence. With its integrated reach across TV, digital, and on-ground, PKL continues to deliver unmatched scale and a compelling opportunity for our partners.”

The new season will open with a high-octane clash between the Telugu Titans and Tamil Thalaivas, setting the stage for another action-packed edition of India’s premier kabaddi league.