Lifelong Online Partners with UP Yoddha for 8th Pro Kabaddi League

The company becomes an associate sponsor for the leading kabaddi franchise with this partnership

In a move to establish itself among India’s growing kabaddi followers, Lifelong Online, a leading consumer durables brand, entered into a partnership with UP Yoddha, GMR Group-owned Kabaddi franchise representing the state of Uttar Pradesh, as an associate sponsor for the eighth season of the Pro Kabaddi League (PKL). With this partnership, Lifelong Online which also manufactures fitness equipment, hopes to encourage sports and fitness with the aim of advancing a healthy lifestyle. For UP Yodha, the sponsorship will further help to build the team and promote its players.

Commenting on the partnership, Mr. Bharat Kalia, Co-Founder & CEO, Lifelong Online, said, “Ever since its launch in 2014, PKL has been one of India’s most beloved sports leagues. It

recorded 435 million viewers in its first season where IPL managed 101 million viewers^[1]! Lifelong Online is proud to be associated with the league in its 8th season through our partnership with UP Yoddha, undoubtedly one of the best teams in the league. Kabaddi exemplifies the values of our company such as building partnership, strength and agility through teamwork. We have the opportunity of honouring and encouraging this great team, its players and the league with this sponsorship. Along with our campaign, Fight Lazy,  this partnership is an important step in building a healthy and resilient Bharat.”

Col. Vinod Bisht, CEO, GMR League Games Pvt. Ltd., added, “We are excited to have Lifelong as a partner for UP Yoddha. Lifelong is a trusted brand where quality is never compromised and that’s where we share our visions. We, at UP Yoddha, have also always emphasized over quality and I just hope this relationship between Lifelong and UP Yoddha continues beyond just a season.”

Navroze Dhondy, Founder & MD, Creatigies Communications Pvt. Ltd. also said, “Stitching together the Lifelong – UP Yoddha partnership has been extremely satisfying for us. Sports and sports equipment are a perfect match for each other and so is the Lifelong-UPY partnership. With Lifelong range of fitness products, it gives us a chance to create relevant content for the brand. Players using Lifelong products to stay fit and enjoying the quality of the range of products makes it very credible.  This is also Lifelong’s first foray into Sports Sponsorship and we truly believe that it will be a start of many more such rewarding and exciting opportunities for the Brand. We sincerely thank Bharat and Prerna from Lifelong for their belief in us and the opportunity.”

PKL is backed by the Amateur Kabaddi Federation of India, and supported by participating members of the International Kabaddi Federation and the Asian Kabaddi Federation. The league has witnessed tremendous growth since its inception in 2014, attracting the world’s top players and recording the largest-ever prize money pool for any kabaddi competition at INR 8 Cr. It has grown from eight teams in its first season to 12 teams in the 2017 edition.

In lieu of the pandemic restrictions, the 8th season will be held behind closed doors. It will feature 137 matches in a 13-week time period, available to fans through television and OTT platforms. UP Yoddha will kick off their campaign by taking on the defending champions, Bengal Warriors in their opening game on the first day of the tournament on 22nd December 2021 in Bengaluru.