UPKL × BINGO! TEDHE MEDHE

Challenge: Uttar Pradesh Kabaddi League's inaugural season (Season 1, 2024) needed a prominent national sponsor that resonated with UP's cultural identity, sports passion, and mass appeal.

Solution: FanZown Entertainment brokered a landmark Title Sponsorship deal with Bingo! Tedhe Medhe (ITC Foods), one of India's most beloved snack brands. We created and executed the 'Apna Bharat, Apna Khel' campaign that celebrated UP's kabaddi pride while positioning Bingo as the official Title Sponsor of UPKL Season 1.

Campaign Strategy

The campaign leveraged UP's deep connection with kabaddi and traditional sports, using the tagline "UP Ke Kabaddi Craze Ko Celebrate!" to create an emotional bridge between the snack brand and the league. We developed:

• Multi-channel activation strategy (TV, digital, in-stadia)
• Social media campaigns highlighting kabaddi culture
• On-ground brand activations at match venues
• Co-branded merchandise and packaging
• Title sponsorship visibility across all league assets

Impact Delivered

Key Deliverables

✅ Title Sponsorship Rights negotiation and closing (Season 1)
✅ Campaign conceptualization: 'Apna Bharat, Apna Khel'
✅ Tagline development: "UP Ke Kabaddi Craze Ko Celebrate!"
✅ Media planning and activation strategy
✅ In-stadia branding and visibility execution
✅ Social media content strategy and execution
✅ Sponsor servicing and relationship management

Season Context

Important Note: Bingo! Tedhe Medhe served as the Title Sponsor for UPKL Season 1 which took place in 2024. This partnership established UPKL's commercial viability and set the foundation for future seasons, including the landmark 3-year ZEE broadcast deal for Seasons 2, 3, and 4.