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Star to have 4 language feeds for Kabaddi WC; ropes in Patanjali as co-presenter

MUMBAI: FMCG brand Patanjali, which has emerged as one of the top ad spenders on Indian television, is extending its commercial support to Star India’s telecast of the 2016 Kabaddi World Cup.

Star has roped in Patanjali Special Chyawanprash as the co-presenting sponsor of the Kabaddi World Cup to be held from 7 to 22 October in Ahmedabad.

The broadcaster has roped in a total of five sponsors. Other sponsors include Volini, Thums Up, Syska LED and Indo Nissin. The sponsors will have on-ground as well as on-air presence.

Star has dedicated four language feeds for the tournament. Star Sports 2 and Star Sports HD 2 will air the English feed. Star Sports 3 and Star Sports HD 3 will have the Hindi feed.

Suvarna Plus and Maa Movies will have Kannada and Telugu feeds respectively. The games will also be streamed live on Hotstar.

The ad support for Kabaddi as a sport has grown ever since the launch of Pro Kabaddi League (PKL) in 2014. Star has backed the local league with heavy marketing and telecast of matches across several network channels. The four seasons of the PKL have seen strong growth in audience numbers.

kabaddi-worldcup-ahmedabad-2016-logoThe Kabaddi World Cup, the international format of which started in 2004, will mark the launch of the state-of-the-art multi-sport arena built by Mumbai-based TransStadia. India has won all the editions of the Kabaddi World Cup. There have been only two world cups based on the international format. The first was held in 2004 and the next was in 2007.

The Indian-style kabaddi has a separate world cup happening since 2010, although it is not recognised by the International Kabaddi Federation. India always dominated the contact sport by winning all the gold medals in both men’s and women’s categories.

The 2016 Kabaddi World Cup will have a total of 12 teams, including hosts India, in the fray. The other participants include Argentina, Australia, Bangladesh, England, Iran, Japan, Kenya, Poland, South Korea, Thailand and the USA. The tournament involves 33 matches including semis and the final.