Pro Kabaddi League Media Rights: Will JioStar Retain PKL or Will a New Broadcaster Enter the Arena?

One of the biggest commercial stories in Indian sports is set to unfold over the coming months as the Pro Kabaddi League (PKL) prepares for its next media rights cycle.

The five-season broadcasting agreement signed between Mashal Sports and Star India (now JioStar) in 2021 has officially concluded following the completion of Season 12. With no announcement yet regarding the next rights auction, attention has shifted to who will broadcast India's second-most watched professional sports league from Season 13 onwards.

While JioStar remains the frontrunner due to its long-standing association with the league, the upcoming auction could become one of the most significant commercial decisions in PKL's history.

When the Pro Kabaddi League was launched in 2014, Star India played a central role in transforming kabaddi from a traditional rural sport into a prime-time television product. The broadcaster invested heavily in production quality, multiple camera angles, player storytelling, regional-language broadcasts and aggressive marketing campaigns that helped take the sport to millions of households across India.

The success of the league turned kabaddi into India's second-most watched domestic sporting competition after the Indian Premier League (IPL), creating commercial opportunities for players, franchises and sponsors alike.

The ₹905 Crore Deal

In 2021, Mashal Sports conducted the first-ever open media rights auction for the Pro Kabaddi League. Star India successfully retained the rights for Seasons 8 to 12 after submitting a winning bid reportedly worth ₹905 crore over five seasons. The deal represented a significant increase over the previous broadcasting agreement and ensured continuity for the league during an important growth phase.

However, the auction also became one of the most debated moments in the league's commercial history.

Why the 2021 Auction Became Controversial

Although six major media companies reportedly purchased the Invitation to Tender (ITT) documents, Star India emerged as the only bidder during the auction. With the reserve price fixed at ₹900 crore, the final deal was completed for just ₹905 crore, only marginally above the base valuation.

The absence of competing bids surprised many observers and led to criticism from several franchise owners. Some team owners argued that the league had matured enough to attract a competitive bidding war and believed that the final valuation significantly underestimated PKL's true commercial potential.

Concerns were also raised regarding the auction structure and bidding requirements, with franchise representatives questioning whether the process encouraged sufficient competition.

Mashal Sports defended the process, stating that the reserve price had been agreed upon in consultation with franchise owners and that retaining an experienced broadcaster ensured consistent production quality.

Season 13 Delayed, Rights Auction Yet to Be Announced

Unlike previous years, the next media rights process has not yet been officially announced. One major reason is the scheduling of the 2026 Asian Games, which has pushed back the start of PKL Season 13. With kabaddi remaining one of India's strongest medal prospects at the Asian Games, the domestic calendar has been adjusted to accommodate national team preparations.

As a result, the media rights auction is also expected to take place later than usual, with an official announcement likely in the coming months.

JioStar enters the next cycle with several advantages. The network already possesses extensive experience broadcasting kabaddi and has built a strong digital ecosystem through JioHotstar, complementing its television coverage. Its established production infrastructure, multilingual feeds and nationwide reach make it a natural candidate to continue as the league's broadcaster.

The network has also successfully integrated television and digital broadcasting following the merger between Disney Star and Viacom18, giving it unmatched scale in the Indian sports market.

Despite JioStar's strong position, the upcoming auction could attract fresh interest. The Indian sports broadcasting landscape has evolved considerably over the past few years. Networks looking to strengthen their sports portfolios, particularly those focusing on football, kabaddi and other non-cricket properties, could see PKL as an attractive long-term investment.

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The league consistently delivers high television reach and strong engagement across regional markets, making it valuable for broadcasters seeking year-round sports content. If multiple broadcasters actively participate this time, the league could witness genuine price discovery for the first time.

Industry observers believe Mashal Sports may consider several changes to maximise the league's commercial value. One possibility is separating television and digital rights, allowing different companies to bid independently rather than offering one consolidated package. Split rights have significantly increased valuations in other sporting properties by encouraging broader participation from broadcasters and streaming platforms.

Greater competition could also translate into improved revenues for franchises, many of whom have long argued that the league deserves a higher valuation given its popularity.

The next media rights cycle could prove pivotal for the future of the Pro Kabaddi League. The league has successfully established itself as India's premier indigenous sports competition, consistently attracting large television audiences while producing several national stars. However, commercial growth will increasingly depend on securing a rights agreement that reflects the league's popularity and supports long-term investments in franchises, player development and fan engagement.

Whether JioStar retains the rights or a new broadcaster enters the picture, the upcoming auction will shape the next chapter of Indian kabaddi.

With Season 13 expected later this year after the Asian Games, the countdown has begun for one of the biggest business decisions in Indian sport one that could determine how millions of fans watch the Pro Kabaddi League over the next five years.