Wave World Kabadi League
Awareness Campaign August 2014


Increase awareness about India’s ancient sport ‘Kabaddi’ and the sporting event ‘Wave World Kabaddi League’ which was held in London and Birmingham.


KBA secured London O2 venue for the Wave World Kabaddi League.

  • Increased awareness about ‘Kabaddi’ in the press before, during and after the event.
  • Organised two press conferences with the team owners and two top Bollywood stars – Akshay Kumar and Sonakshi Sinha
  • Coordinated the press accreditation on the event day at London O2 and Birmingham NEC Arena.
  • Secured drink sponsor ‘Ipro Sport’ to sponsor both the London and Birmingham event.



Secured coverage across:

  • Mainstream media  included BBC Sport, The Evening Standard, The Independent, Daily Mail, The Telegraph, TimeOut, Londonist, Birmingham Mail, Sport Magazine.
  • Asian media – Eastern Eye, Asian Today, Asian Sunday, Asian Lite and other Indian regional print online media.
  • Radio – BBC Asian Network, BBC Radio London, BBC Midlands.
  • TV –  BBC World TV (broadcast global), BBC Midlands.

  • BIRMINGHAM, ENGLAND - AUGUST 16: Yo Yo Tigers (yellow) in action against Vancouver Lions during the World Kabaddi League match at the LG Arena on August 16, 2014 in Birmingham, England. (Photo by Dan Mullan - WKL/WKL via Getty Images)

  • LONDON, ENGLAND - AUGUST 08: Akshay Kumar, Bollywood actor and co-owner Khalsa Warriors Team with Wave WKL at the World Premiere of Entertainment movie at Cineworld on August 8, 2014 in London, England. (Photo by Tom Dulat - WKL/WKL via Getty Images) *** Local Caption *** Akshay Kumar

  • LONDON, ENGLAND - AUGUST 08: Yo Yo Tigers Owner Honey Singh with Khalsa Warriors co owner Akshay Kumar during the Workd Kabaddi League Press Conference on August 8, 2014 in London, England. (Photo by Scott Heavey - WKL/WKL via Getty Images)