Putting India and its roots on the global map, the country is gearing up to host the inaugural edition of the Kho Kho World Cup from 13 January to 19 January, 2025. This multi-million dollar event will take place at the Indira Gandhi Indoor Stadium, New Delhi and the Noida Indoor Stadium.
The week-long tournament will bring together 24 countries including the USA, England, Germany, Australia, and Brazil and 615 players, competing for the title of the first-ever Kho Kho World Champions. The highlight of the event is set to be the highly anticipated opening match between arch-rivals India and Pakistan, which promises to be an electrifying start to the competition.
The competition will be in a league-cum-knockout format for both men’s and women’s teams. While most nations will field teams in both categories, Indonesia will participate exclusively with their women’s team.
Talking exclusively to Everything Experiential (EE), Sudhanshu Mittal, President, Kho Kho Federation of India (KKFI) lays emphasis on the significance of the sport, “The inaugural Kho Kho World Cup in India is a landmark event that highlights the sport’s ability to engage audiences worldwide. As an accessible, culturally significant Indian game, Kho Kho resonates with the global demand for indigenous sports and authentic cultural experiences.”
He expressed his pride about the fact that Kho Kho is currently present in 54 countries across the globe, at all different levels of the game. The World Cup provides a unique platform to craft a compelling narrative celebrating grassroots development, cultural heritage, and the exhilarating athleticism of Kho Kho on a global platform.
Moolah pumped in
Mittal confirms that with an estimated budget of US$ 8 - 9 million, this event will be technology-driven, offering a state-of-the-art digital experience for athletes and audiences alike, aligning with the country’s Digital India initiative.
Significant investments have been made to deliver a world-class inaugural Kho Kho World Cup in India. The marketing strategy features a robust, multi-channel approach encompassing television, print, digital platforms, and multiple celebrity endorsements.
The KKFI has announced Salman Khan as the brand ambassador for the World Cup. On-ground activations and experiential initiatives are key to driving fan engagement, offering immersive interactions that showcase Kho Kho’s essence—its speed, agility, and strategic teamwork.
Mittal highlights that KKFI has as part of its continuing efforts to promote the game, launched a large-scale outreach program aimed at registering and inducting 5 million school-going Kho Kho players from classes 6 to 12, with verification based on their school data and credentials.
“This will go a long way in spreading the popularity of the sport and increase its reach manifold. Furthermore, the increased visibility and professionalisation of Kho Kho can create employment opportunities for players, including coaching, training, and promotional roles, contributing to their financial stability and career growth,” he says.
Experiential marketing at the fore
From an experiential marketing perspective, an event as a prelude to the championships was held at Jawaharlal Nehru Stadium (JLN Stadium) in the capital, where members of the media were invited to play a friendly short game of Kho Kho with some of the players at the National Camp.
“Events such as these offer immersive opportunities for storytelling, enabling fans and the larger public to emotionally connect with the game’s vibrant history and fast-paced dynamics,” Mittal elaborates.
Additionally, the KKFI is conducting Kho Kho workshops in around 200 schools across India to promote the sport, further enhancing its reach and impact. “This initiative, along with the World Cup, can significantly impact the lives of players by creating employment opportunities through sponsorships, brand ambassadorships and endorsements, participation in marketing campaigns and professional contracts, fostering a sustainable ecosystem around the sport, greater appreciation and engagement with this accessible sport which is essential for any sport to grow. The players are the protagonists in any sport after all, so players gaining visibility and prominence is essential for Kho Kho to establish itself as a global sport,” Mittal believes.
Ripe Opportunities for brands
The Kho Kho World Cup India presents a unique platform for brands to engage audiences through authentic and innovative partnerships.
“This one-of-a-kind sporting event provides an opportunity to enhance brand visibility while aligning with Indian cultural values. For Indian and global brands alike, it offers a fertile ground to leverage the sport’s growing popularity, creating impactful consumer experiences, driving brand recall, and tapping into diverse audience segments,” he wraps up.
