Ultimate Kho Kho gets 41-million viewers on TV & digital in Season 1: CEO

The inaugural season of Ultimate Kho Kho, an 80:20 joint venture league between an entity owned by Dabur India’s Amit Burman and the Kho Kho Federation of India (KKFI), has generated cumulative viewership of 41 million on TV and digital in India, its chief executive said.

Burman’s Kho Kho Sports League (KKSL) has earmarked ₹200 crore of investment for the first five years of the franchise-based league. Besides owning equity in the league, KKFI also gets royalty payments and commercial fees from KKSL.