(Sports news) Ultimate Kho Kho have signed RISE Worldwide as its exclusive broadcast partner and league consultant as it aims to rebrand the sport. As part of the three year agreement, RISE will help Ultimate Kho Kho get a makeover and make the sport more viewer friendly. It will also help in creating standard operating procedures from a TV broadcast perspective in terms of the look and feel of the game, duration, training players and experts as well as integration of sponsors.The aim of the partnership is to create a brand that will develop the sport on a yearly basis with exclusive and well researched enhancements.
Talking about the association, Ultimate Kho Kho CEO Tenzing Niyogi said, “Our emphasis is to bring forth Kho-Kho’s new avatar and make it popular among the masses. 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 said, “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.
“High on pace, high on strategy, the enhanced version of this game will make for an interesting, high-octane viewing experience through our world-class production expertise, leveraging our multi-sport brand experience, multilingual content to lend thrill and intrigue to a fast-paced sport, engaging the audience. We are committed to working closely with the team at Ultimate Kho Kho to make watching kho-kho a world-class experience.”
Ultimate Kho Kho already has a tie up with Sony Pictures Networks India (SPNI) as its official broadcast partner and the league will be available for broadcast on SPNI’s sports channels as well as SonyLiv in English, Hindi and multiple regional languages on its OTT platform. The inaugural edition of the league is set to take place later this year.
