Ultimate Kho Kho
Ultimate Kho Kho is India's first professional Kho Kho sports league, operated by Sportzsquare Ventures Private Limited, featuring six corporate-owned franchise teams competing in seasonal tournaments broadcast on Sony Sports Network and Sony LIV.
- Company typePrivate
- Founded2022
- HeadquartersNew Delhi, India
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Ultimate Kho Kho does
Ultimate Kho Kho is India's first professional Kho Kho league, organized as a franchise-based sports property and operated by Sportzsquare Ventures Private Limited, a privately held company registered in New Delhi under the Indian Companies Act, 2013. The league was launched in 2022 as a collaboration between Amit Burman (Chairman of Dabur India Limited) and the Kho Kho Federation of India (KKFI), the sport's apex governing body, with the explicit objective of marketing and packaging India's indigenous sport of Kho Kho into a commercially structured, professionally packaged entertainment property.
The league's core product is a seasonal tournament featuring six corporate-owned franchise teams — Chennai Quick Guns (KLO Sports), Gujarat Giants (Adani Sportsline), Mumbai Khiladis (Badshah, Punit Balan & Janhavi Dhariwal Balan), Odisha Juggernauts (Odisha Sports Development and Promotion Company), Rajasthan Warriors (Capri Global), and Telugu Yoddhas (GMR Sports) — competing in roughly 30 league matches per season plus playoffs. Season 1 was held in 2022 at Shree Shiv Chhatrapati Sports Complex in Pune; Season 2 ran from December 24, 2023 to January 13, 2024 at Jawaharlal Nehru Indoor Stadium in Cuttack, with Gujarat Giants winning the final 31-26 over Chennai Quick Guns. The league's digital infrastructure — website, match management, live scoring, and player/team statistics — is powered by Sportz Interactive, while RISE Worldwide provides broadcast production consulting. Matches are distributed via a multi-year media rights deal with Sony across Sony Ten 1, Ten 3, Ten 4 television channels and the Sony LIV streaming platform, supplemented by an active social media presence across Facebook, Twitter/X, Instagram, and YouTube.
Revenue is generated through three streams: broadcasting rights (the Sony multi-year deal), franchise fees (paid by the six corporate franchise owners), and sponsorships/advertising sold to brands seeking association with Indian sports. The league employs a small core team (1-10 employees) and monetizes primarily at the B2B level (franchise owners, broadcaster, sponsors) with B2C engagement via broadcast viewership and stadium attendance. In November 2023, UK-based BNP Group led a Series A funding round — the first private equity investment in any Indian sports league — earmarked for domestic and international expansion of the property.
Ultimate Kho Kho firmographics
Firmographics- Name
- Ultimate Kho Kho
- Legal name
- Sportzsquare Ventures Private Limited
- Website
- https://ultimatekhokho.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Ultimate Kho Kho is India's first professional Kho Kho sports league, operated by Sportzsquare Ventures Private Limited, featuring six corporate-owned franchise teams competing in seasonal tournaments broadcast on Sony Sports Network and Sony LIV.
- Ownership category
- akta.pro rank
Ultimate Kho Kho industry classification
Industry- Product category
- Professional Sports League
- NAICS
- Sports Teams and Clubs (711211), Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Professional Live Sports Leagues & Tours (MPAGAMAA)
- akta.pro secondary industries
- Team Sports Matches (Club & National) (MPAGAMAB), Sports & Event Media Rights Licensing (MPADALAE)
Keywords
Where Ultimate Kho Kho is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Ultimate Kho Kho business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Broadcasting Rights: The league generates revenue through multi-year media rights deals with broadcasters. Sony signed a multi-year media rights deal to broadcast Ultimate Kho Kho matches on Sony Ten 1, Sony Ten 3, Sony Ten 4 channels and Sony LIV streaming platform.
- Franchise Fees: Revenue is generated from franchise owners who pay to own and operate teams in the league. Six franchise teams are operated by various companies including Adani Sportsline, GMR Sports, Odisha Sports Development and Promotion Company, Capri Global, and others.
- Sponsorship and Advertising: The league attracts sponsorships from brands seeking to associate with Indian sports and Kho Kho. The website features sponsor branding and the league generates revenue through advertising during broadcasts.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Ultimate Kho Kho product offering
Product offeringCore offering
Ultimate Kho Kho operates India's first professional Kho Kho sports league, organizing seasonal franchise-based tournaments featuring six corporate-owned teams (Chennai Quick Guns, Gujarat Giants, Mumbai Khiladis, Odisha Juggernauts, Rajasthan Warriors, Telugu Yoddhas) competing across structured league and playoff formats. The league is broadcast exclusively through a multi-year Sony Sports media rights deal on Sony Ten 1, Ten 3, Ten 4, and Sony LIV, and is complemented by a digital platform providing live scores, player statistics, standings, news, photos, and video highlights.
Product overview
Ultimate Kho Kho is India's first professional Kho Kho sports league organized as a collaborative initiative between the Kho Kho Federation of India (KKFI) and Dabur India Ltd Chairman Amit Burman. The league operates as a single unified sports entertainment product featuring six franchise teams competing in seasonal tournaments. Season 1 launched in 2022 with inaugural matches at Shree Shiv Chhatrapati Sports Complex in Pune, followed by Season 2 in 2023-2024 at Jawaharlal Nehru Indoor Stadium in Cuttack. The league provides match coverage, real-time statistics, team profiles, news content, and video highlights across its digital platform, with broadcasts distributed through Sony's television and streaming channels.
Differentiator
Problem solved
Functional benefit
Products and services
- Ultimate Kho Kho League (UKK) Professional franchise-based Kho Kho sports league featuring six corporate-owned teams competing in seasonal tournaments with structured league stages, playoffs, and finals; broadcast exclusively via Sony Sports Network and Sony LIV.
- Franchise Teams and Team Ownership Program Franchise ownership opportunity offered to corporate investors, granting them rights to operate one of six branded teams (Chennai Quick Guns, Gujarat Giants, Mumbai Khiladis, Odisha Juggernauts, Rajasthan Warriors, Telugu Yoddhas) in the Ultimate Kho Kho League.
- Ultimate Kho Kho Digital Platform (stats, schedules, standings) Digital platform built on Sportz Interactive technology that delivers live scores, full match schedules/fixtures/results, points tables/standings, and detailed player statistics including top attackers, defenders, wazirs, sky dives, and pole dives across all teams and seasons.
- Ultimate Kho Kho Season 2 Second season tournament of the Ultimate Kho Kho League featuring the same six franchise teams competing in a league format with semifinals, third-place playoff, and final; held at Jawaharlal Nehru Indoor Stadium, Cuttack.
Companies that use Ultimate Kho Kho
Customer profileSegments3 records
Ideal customer profiles4 records
Ultimate Kho Kho technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Ultimate Kho Kho partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Kho Kho Federation of India (KKFI)coreThe official apex governing body for Kho Kho in India. Ultimate Kho Kho is a collaboration between KKFI and Dabur India Ltd Chairman Amit Burman to develop Kho Kho's presence through India's first professional league.
- SonycoreSony has signed a multi-year media rights deal with Ultimate Kho Kho. Matches are broadcast exclusively on Sony Ten 1, Sony Ten 3, Sony Ten 4 channels and streamed on Sony LIV platform.
- RISE WorldwideminorRISE Worldwide is engaged as a consultant for broadcast production and league operations by Ultimate Kho Kho, providing expertise in sports production and league management.
- KLO Sports (Chennai Quick Guns)minorFranchise owner of Chennai Quick Guns team in Ultimate Kho Kho.
- Adani Sportsline (Gujarat Giants)minorFranchise owner of Gujarat Giants team in Ultimate Kho Kho.
- Badshah, Punit Balan & Janhavi Dhariwal Balan (Mumbai Khiladis)minorFranchise owners of Mumbai Khiladis team in Ultimate Kho Kho.
- Odisha Sports Development and Promotion Company (Odisha Juggernauts)minorFranchise owner of Odisha Juggernauts team in Ultimate Kho Kho, operated by the Odisha state government sports development entity.
- Capri Global (Rajasthan Warriors)minorFranchise owner of Rajasthan Warriors team in Ultimate Kho Kho.
- GMR Sports (Telugu Yoddhas)minorFranchise owner of Telugu Yoddhas team in Ultimate Kho Kho.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Ultimate Kho Kho competitors and assessment
Company assessmentBroad incumbents
- Indian Premier League (IPL): The BCCI-owned franchise-based T20 cricket league is the dominant sports entertainment property in India. While cricket-specific, IPL sets the price benchmark for media rights, franchise valuations, and sponsor pricing that any new Indian sports league must compete against.
Direct peers
- Indian Super League (ISL): Franchise-based football league operated with broadcaster (Star) and corporate franchisee partners across Indian cities. Comparable to UKK in operating model (franchise + broadcast + sponsorships) and in its challenge of building a non-cricket audience in India.
- Pro Wrestling League: Earlier franchise-based professional wrestling league in India. Comparable in franchise and broadcast model and provides lessons on the challenges of sustaining a non-cricket sports property in India.
- Premier Badminton League: Franchise-based Indian badminton league organized in a city-based team format. Shares UKK's structure of franchise ownership, broadcast partnerships, and indigenous-sport packaging — a useful reference for league-format scaling in India.
- Pro Kabaddi League: India's flagship franchise-based professional kabaddi league, also built around an indigenous Indian sport and broadcast via a major TV network. It is the closest structural and thematic analog to UKK and serves as the benchmark for indigenous-sport franchise league economics in India.
- Hockey India League: Revived franchise-based field hockey league operated with Hockey India and broadcaster partners. A peer franchise-format indigenous-sport property that has experienced relaunch dynamics relevant to UKK's growth phase.
Regional players
- Lanka Premier League: Sri Lanka's franchise-based T20 cricket league, sharing the South Asian market and broadcast ecosystem with UKK. Useful as a regional benchmark for franchise sports league economics in neighboring South Asian geographies.
- Caribbean Premier League: Franchise-based T20 cricket league across Caribbean territories with a comparable compact-season format and franchise economics. Relevant reference for UKK's potential overseas exhibition and broadcast ambitions outside India.
Emerging players
- Tennis Premier League: India-based franchise tennis league with city-based teams and corporate franchisee backing. Comparable to UKK in operating a non-mainstream sport through a franchise model in India, and relevant for sponsorship and franchisee dynamics in the Indian market.
- Major League Cricket: US-based franchise T20 cricket league in early commercial stages. Comparable as an emerging-market franchise sports league using the city-franchise model, with relevance for international expansion playbooks UKK may pursue.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Ultimate Kho Kho social profiles
Digital presenceUltimate Kho Kho financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ultimate Kho Kho leadership team
Management profileNumber of profiles
Profiles1 record
Ultimate Kho Kho funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ultimate Kho Kho M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ultimate Kho Kho
What does Ultimate Kho Kho do?
Ultimate Kho Kho operates India's first professional Kho Kho sports league, organizing seasonal franchise-based tournaments featuring six corporate-owned teams (Chennai Quick Guns, Gujarat Giants, Mumbai Khiladis, Odisha Juggernauts, Rajasthan Warriors, Telugu Yoddhas) competing across structured league and playoff formats. The league is broadcast exclusively through a multi-year Sony Sports media rights deal on Sony Ten 1, Ten 3, Ten 4, and Sony LIV, and is complemented by a digital platform providing live scores, player statistics, standings, news, photos, and video highlights.
Is Ultimate Kho Kho a public or private company?
Ultimate Kho Kho is a private company. It is classified as venture growth investor backed and is currently operating.
When was Ultimate Kho Kho founded?
Ultimate Kho Kho was founded in 2022. It employs 1 to 10 people.
Where is Ultimate Kho Kho based?
Ultimate Kho Kho is headquartered in New Delhi, India, in the Asia region.
How does Ultimate Kho Kho make money?
Three revenue lines are on record. Broadcasting Rights are the primary driver. The others are franchise Fees and sponsorship and Advertising.
Who are Ultimate Kho Kho's main competitors?
Indian Premier League (IPL) is listed as a broad incumbent. Direct peers are Indian Super League (ISL), Pro Wrestling League, Premier Badminton League, Pro Kabaddi League and Hockey India League. Regional players are Lanka Premier League and Caribbean Premier League. Emerging players are Tennis Premier League and Major League Cricket.
Does Ultimate Kho Kho have an API?
No public API is recorded for Ultimate Kho Kho.
What industry is Ultimate Kho Kho in?
Ultimate Kho Kho's product category is Professional Sports League. Its primary akta.pro industry code is MPAGAMAA, Professional Live Sports Leagues & Tours, with a secondary code of MPAGAMAB, Team Sports Matches (Club & National). Its NAICS code is 711211 and its SIC code is 7997.