Irish bookmaker Paddy Power has continued its niche approach to sports marketing via a sponsorship of the 2025 Kabaddi World Cup.
The company, part of the multinational gaming group Flutter Entertainment, has become the title sponsor of the event, which will take place in the West Midlands of England next year.
This will mark the first time the World Cup is held outside of Asia. It will take place in the West Midlands cities of Birmingham, Coventry, Wolverhampton and Walsall from 17-23 March 2025.
“Paddy’s got a thirst for sponsoring world-class events and the Kabaddi World Cup is coming to England in March next year and the big man’s all over it,” a statement from the bookmaker read.
“He’s pushed all the desks against the wall and is chasing the traders around shouting Kabaddi, Kabaddi, Kabaddi in preparation for the big show next spring.”
Kabaddi is a very niche sport in the UK but has a worldwide following, numbering in the millions, particularly in South Asia where it originates. The game began in India, where it is the second most played sport after cricket, and it is the national sport of Bangladesh.
The game consists of two teams of seven players. Players designated as ‘raiders’ need to run into the opposing team’s territory and tag as many as possible before making it back to their own territory without being tackled themselves. The sport’s organisers believe that the West Midlands is an ideal location for the first-ever World Cup held outside Asia.
“Kabaddi has a rich heritage and the power to bring nations and communities together to enjoy the game, socialise and unite as a team,” said World Kabaddi Federation president Ashok Das, speaking to the BBC.
“The West Midlands is a region that celebrates its cultural diversity and is centrally located in the UK, allowing ease of access to the competition. I expect it will be a brilliant tournament.”
For Paddy Power, the partnership marks a continuation of a long-running marketing strategy. The company has a history of partnering with sports, and like many other bookmakers, has sponsorships in fields like horse racing.
However, it also partners with other sports like darts, notably entering into a charitable initiative with the Professional Darts Corporation (PDC) last year, renewing the partnership this year ahead of the World Darts Championship (WDC).
