Zee Entertainment Enterprises Limited (ZEEL) has signed a three-year exclusive media rights agreement with the Uttar Pradesh Kabaddi League (UPKL), reinforcing its commitment to the growth of regional sports in India. The deal includes both television broadcasting and digital streaming rights, allowing Zee to air the league across its sports network and OTT platform.
The UPKL, which features top athletes from Northern India, is positioning itself as one of the most promising regional leagues in the kabaddi ecosystem. By partnering with Zee, the league aims to reach millions of new viewers and elevate local talent to national recognition.
From a financial standpoint, this agreement demonstrates Zee’s strategy to diversify its sports portfolio beyond mainstream cricket and attract audiences interested in indigenous sports. Analysts note that the move could help the company strengthen its foothold in smaller markets while creating new digital monetization channels through fan engagement and ad-driven content models.
Moreover, such deals highlight the growing potential of blockchain-based fan tokens and NFT collectibles. As digital ownership models expand, smaller leagues like UPKL could experiment with tokenized rights, exclusive content drops, or virtual tickets to enhance fan loyalty.
This partnership reflects a broader trend: regional sports are becoming a new frontier for media rights investment, blending culture, technology, and entertainment into one dynamic marketplace.
