JioStar Secures Key Sponsors for PKL Season 12

JioStar has onboarded Shriram Finance, UltraTech Cement, Birla Tilestix, and Red Bull as marquee sponsors for Pro Kabaddi League Season 12, starting August 29 in Visakhapatnam. PKL, India’s second-largest sports league, drew 283 million viewers in Season 11, with 140 million from Hindi markets, and Season 12 promises expanded coverage and richer fan engagement.

As the Pro Kabaddi League gears up for Season 12, broadcaster JioStar has confirmed the onboarding of four major sponsors, highlighting the growing commercial strength of the league. Shriram Finance Limited from the BFSI sector, UltraTech Cement from infrastructure, Birla Tilestix from the tile adhesive category, and energy drink giant Red Bull have already signed on, with more brands expected to join before the season begins on August 29, 2025, in Visakhapatnam. 

PKL continues to cement its status as India’s second-largest sporting property after cricket. Season 11 drew a massive viewership of over 283 million across television and digital platforms, with an impressive 140 million viewers tuning in from Hindi-speaking markets alone. These figures positioned the league ahead of leading reality, quiz, and talent shows in terms of audience reach. 

Adding to its strength, PKL also commands deep engagement, with fans watching an average of 64 percent of live game time per match. Season 12 aims to scale new heights with a revamped league format, improved storytelling, greater interactivity for fans, and broader coverage. Matches will be broadcast across more than 10 television channels and in 7 languages on JioHotstar, ensuring wider accessibility and stronger fan connect.