Amit Burman-promoted professional Kho Kho league, Ultimate Kho Kho, has signed Reliance Industries-owned sports and lifestyle company RISE Worldwide as its exclusive broadcast production partner and league consultant as part of the three-year agreement.
RISE will help create standard operating procedures from the TV broadcast perspective in terms of presentation such as the look and feel of the game, duration of the game, grooming and training players and experts and sponsor integration.
“Our emphasis is to bring forth Kho-Kho’s new avatar and make it popular among the masses,” said Tenzing Niyogi, CEO, Ultimate Kho Kho. “We are delighted to welcome RISE Worldwide on board. The game changes within seconds in this sport. It prepares the players to respond swiftly and in a different way, making them as dynamic as the sport itself. And this partnership will put major emphasis on the versatility within the coverage and creativity in providing uniqueness to different segments in the broadcast. I am also confident that with the coming together of Ultimate Kho Kho and RISE Worldwide, Kho-Kho is ready to take over India and the globe.”
James Rego, Head of Broadcast, RISE Worldwide, added, “We are excited to partner with Ultimate Kho Kho and take the game, which has been played in rural India for centuries, to the world stage. Viewers would get to see Kho-Kho in a stunning new avatar which will inspire youngsters and help grow the sport.”
Ultimate Kho Kho has already roped in Sony Pictures Networks India (SPN) as its official broadcast partner and the matches will be telecast live across SPN’s sports channels as well as on its OTT platform SonyLIV in English, Hindi, and other regional languages.
The inaugural edition of the league, which is slated to take off this year, will script an exciting new chapter in the Indian sporting history, giving Kho-Kho a complete makeover.