Pro Kabaddi League Gives Indian Athletes Financial Stability and Identity: Rahul Chaudhari Devadiga

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Devadiga, who rose to prominence through the PKL before representing India at the 2018 Asian Games, shared in a recent interview that the league’s professional structure has helped athletes from rural and semi-urban India move from uncertain futures to stable careers.

“In the early days, playing kabaddi meant depending on a job in the Railways or Police. Now, with PKL, players can earn a living, support their families, and be seen as national heroes,” he said.

Started in 2014, the PKL is now India’s second most-watched league after the IPL. Its reach among tier-2 and tier-3 audiences, combined with high-energy broadcast production, has elevated kabaddi to a prime-time spectacle. In 2023, the league recorded over 200 million unique viewers across platforms, according to BARC data.

What sets PKL apart, says Devadiga, is not just the glitz but the grassroots pipeline. “Players from villages now train with international-level coaches, have nutrition plans, and get endorsements.”

According to a report by GroupM ESP, kabaddi now accounts for over ₹900 crore in annual sponsorships, with brands like Vivo, Tata Motors, and Dream11 aligning with its mass-market appeal.

As sports marketing in India diversifies, the PKL is proving that with the right format and support, even traditional sports can become aspirational, sustainable career options for a new generation.