In the land of cricket, Niyogi is instead betting big on an indigenous team sport that is, at best, a faint childhood memory for most of us.
The inaugural season of Ultimate Kho Kho League is underway in Balewadi, Pune, with six participating teams - Rajasthan Warriors, Telugu Yodhas, Chennai Quick Guns, Gujarat Giants, Odisha Juggernauts, and Mumbai Khiladis.
Ultimate Kho Kho: Backed by research & industry bigwigs
Pune being the venue of Ultimate Kho Kho League Season 1 is no coincidence, considering kho kho’s traditional popularity in Maharashtra.
Even the team names are inspired.
Take Odisha Juggernauts, for instance, a clever nod to Lord Jagannath, the venerable Hindu deity worshipped prominently in the eastern state.
It is this meticulous research and planning over the last four years that Niyogi is bringing to bear – coupled with the backing of an eclectic mix of respected industry bigwigs (like Dabur India Chairman Amit Burman, Adani and GMR Group), state governments (Odisha, in collaboration with ArcelorMittal Nippon Steel India), entertainers (rapper Badshah & film producer Punit Balan) and other corporate conglomerates (Capri Global and KLO Sports) – to craft an intriguing sports property.
While Burman is promoting the entire league, the rest own each of the six individual franchises.
Ultimate Kho Kho’s rule modifications
Nevertheless, the rules have been suitably modified to make it more attractive to both the TV and in-stadia spectators.
Regular on-air and in-stadia initiatives are being undertaken to educate viewers and spectators on these rule modifications.
Women’s league soon
Significantly, many of the in-stadia spectators are women, underlining the unique reality of kho kho as a mixed gender sport in schools. Niyogi is well aware of this fact.
With kho kho being played across the Indian sub-continent as well as countries like England, South Africa and Korea, there are also plans to draft foreign players in the coming seasons.
Challenges remain
Over the last decade, multiple non-cricket sporting leagues have come and gone, a trend not lost on Niyogi. Nevertheless, the former Hindu College cricket captain is hopeful that viewership numbers for Ultimate Kho Kho Season 1 will be “good”, and the League will eventually break even and turn profitable.
Ultimate Kho Kho League is airing daily from 7pm onwards on Sony Sports Network (Sony Ten 1– English, Sony Ten 3 – Hindi & Marathi, Sony Ten 4 – Telugu & Sony LIV)
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