The commercial future of the Pro Kabaddi League (PKL) has come under the spotlight ahead of Season 13, with negotiations over the league’s next media rights agreement still ongoing.
According to The Economic Times (ET), broadcaster JioStar is seeking a significant reduction in the value of the next rights cycle, while franchise owners are keen to preserve the benchmark established by the previous ₹905 crore agreement.
JioStar Reportedly Seeks Lower Rights Fee
As per the report, JioStar has requested a reduction of up to 50% in the new media rights deal.
JioStar paid ₹905 crore for the previous five-season media-rights cycle through 2025, equivalent to roughly ₹181 crore per season.
According to sources cited by ET, JioStar has been incurring annual losses of around ₹50-100 crore from PKL. Despite PKL maintaining a combined television and digital audience of around 230 million, including approximately 190 million TV viewers, profitability has remained a challenge.
Both parties are reportedly continuing discussions to reach a commercially sustainable agreement.
Franchises Aim to Protect League Value
PKL franchise owners reportedly want to maintain the valuation established during the previous media rights cycle.
According to the report, opinions differ over the possibility of an open bidding process if negotiations fail. While some owners believe competitive bidding could establish the league’s true market value, others fear it could lead to a sharp decline in rights fees.
ISL Example Raises Concerns
One of the main concerns is avoiding a situation similar to the Indian Super League (ISL).
The report notes that after JioStar exited the ISL, the league’s reported annual media rights value dropped dramatically from around ₹275 crore to ₹8.62 crore, raising concerns over franchise valuations and the league’s wider commercial ecosystem.
Several stakeholders reportedly believe PKL should avoid a similar outcome.
Open Auction Still Possible
If negotiations fail, the league could move towards an open media rights auction.
However, uncertainty remains over broadcaster interest. During the previous rights process in 2021, the broadcaster that is now part of JioStar was reportedly the only bidder.
Zee Entertainment could enter the process if the rights are auctioned, while JioStar remains involved in direct negotiations over a new agreement.
However, the situation is complicated by JioStar’s 74% stake in Mashal Sports, the company that owns and operates PKL, a structure that ET says has raised concerns among rival broadcasters over the competitive-bidding process.
Revenue Model Could Be Revised
Negotiations are also focusing on the league’s financial structure.
According to the report, one proposal would reduce the annual franchise fee while increasing the share of media rights revenue allocated to teams. The current revenue split reportedly stands at 80:20 in favour of Mashal Sports.
The proposed structure could help offset some of the financial impact on franchises if the overall media-rights value declines.
What It Means for PKL Season 13
No final agreement has been announced, but the outcome of these negotiations will play an important role in shaping PKL’s commercial future.
A successful deal would provide greater certainty for franchises, broadcasters and sponsors, while also clearing the path for further announcements regarding Season 13.
FAQ
Why are PKL media rights under negotiation?
According to The Economic Times (ET), JioStar is seeking a lower rights fee because of reported financial losses from broadcasting the league.
What was the previous PKL media rights deal worth?
The previous agreement was valued at ₹905 crore over five seasons (2021-2025).
Why are franchises concerned?
Franchise owners want to avoid a significant fall in media rights value, fearing it could negatively affect the league’s commercial strength and franchise valuations.
Could there be a media rights auction?
Yes. If negotiations do not result in an agreement, an open bidding process remains a possibility.
Has PKL Season 13 been affected?
No official changes to Season 13 have been announced. However, the unresolved media-rights situation remains an important commercial issue for the league ahead of the new season.
