A new sport has arrived in the UK – but not just any sport. Kabaddi, the high-speed, full-contact game that captivates millions in India and across Asia, is now making its mark on British soil.
Last week, Insider Sport joined other media outlets for a roundtable discussion with key figures behind this year’s Paddy Power Kabaddi World Cup, the first ever to be hosted outside of Asia.
While many in attendance may have been unfamiliar with the sport, Joel Lavery, Strategic Lead for Major Sporting Events at the West Midlands Growth Company, described this tournament as the “pinnacle” of a three-year journey to bring Kabaddi to the region.
Kabaddi blends elements of tag, wrestling and teamwork. Two teams take turns sending a single player, the raider, into the opponent’s half to tag as many defenders as possible before returning safely. If the raider is tackled before crossing back over, the defending team scores instead.
It’s not often that an entirely new sport breaks through in the UK. Adaptations and new leagues emerge, such as the recent rise of Paddle tennis, but a sport with a completely fresh identity is rare.
Yet, Kabaddi has arrived, and not quietly. The Paddy Power World Cup kicked off on Monday 17 March and runs until 23 March, with matches taking place across Coventry, Birmingham, Walsall and Wolverhampton.
Changing representation
The West Midlands is known for its rich multicultural communities, with a significant South Asian population. However, despite their deep-rooted presence in the region and in other parts of the UK, South Asians have remained underrepresented in mainstream UK sports such as football and rugby, which Kabaddi’s arrival is attempting to change.
Ashok Das, President of the World Kabaddi and England Kabaddi Association, highlighted how rare it is to see South Asians represented in major UK sports, something this tournament aims to address. “You will see the England team and the Scotland team, they will be majority South Asian,” he said. “When do South Asians get a chance to represent the UK in sports? And that’s what we change.”
But for the tournament’s organisers, this isn’t just about representation, it’s about leaving a lasting impact. Prem Singh, Chief Executive of the British Kabaddi League, noted that the World Cup has been described as the UK’s largest Equality, Diversity and Inclusion (EDI) project, something he sees as a major “positive”.
However, as he pointed out: “It’s okay to do an event and then the event goes away, but if we don’t build anything along those lines, then it leaves us vulnerable to just being an organisation that does events.”
Because of this, he explained that the competition is helping to set and build infrastructure in schools, colleges and universities, aiming to make sure that it is planting “seeds that are going to grow.”
Although this tournament is a crucial moment for UK-based communities, its ambitions stretch far beyond its borders.
Singh described the World Cup as “a giant step for Kabaddi kind”, explaining that the goal isn’t just to establish the sport in Britain but to “give confidence to other nations that they can also take on board and host major events across the world to promote their own communities and their own country”.
Partnerships essential to growth
Global dominance won’t come overnight, however. With the right exposure and partnerships Kabaddi’s growth can be accelerated, with title sponsor Paddy Power aiming to do just that.
Unfortunately, a representative from the betting operator wasn’t able to make the roundtable, perhaps due to “a small race meeting down the road that they need to be at,” Lavery joked. Despite this, he didn’t hesitate to acknowledge the “phenomenal” impact of Paddy Power’s involvement so far.
He went on to explain how the brand has played a pivotal role in raising the sport’s profile, adding that their efforts have “brought real energy” to the event and helped shift perceptions about Kabaddi. “They’ve gone kind of beyond that sponsorship and they’re actively helping drive awareness and excitement around the sport,” he stated
“It’s brilliant to have them for their comms and marketing genius, if you’ve ever watched anything that Paddy Power does, but also they’re genuinely invested in the growth and development of the sport in the UK.”
Paddy Power, known for its bold marketing as Lavery noted, has also helped generate excitement by promoting the event on platforms like TalkSport, alongside regular updates across its social media channels and website.
However, Paddy Power’s contributions go beyond merely creating content. As Das said, having a sponsor of Paddy Power’s scale is incredibly important, with its financial support playing a critical role in the event’s success.
Singh echoed this sentiment, pointing out that for the past 30 years, the dream of hosting a major World Cup had seemed impossible without sponsorship. “Without funding and sponsorship, it’s impossible to take it to the next level,” Singh said. “Even the Olympics need volunteers to succeed. So Paddy Power coming on board is lifting Kabaddi to a different level”.
Beyond just the World Cup, Paddy Power’s involvement also reflects a long-term vision for Kabaddi’s growth. Singh emphasised that the sportsbook isn’t just helping host this event; it is investing in the future of the sport by supporting community engagement initiatives.
“Paddy Power isn’t just supporting us to host the World Cup,” Singh explained. “They are also investing in the community engagement programmes, and they’re helping us develop the British Kabaddi League so that more youngsters and more people from South Asian communities can take part in the sport.”
Taking Kabaddi to a global stage
Following the success of the Paddy Power Kabaddi World Cup, which at the time of writing this article is still ongoing, the sport’s ambitions continue to grow, with several key goals in sight.
One of the major milestones is the Commonwealth Games, where Kabaddi is working to secure a place. Das has a lot of optimism about this possibility.
“We carry the dream to get this beautiful sport into the Commonwealth and then give it to the Olympics. We are pretty much sure we will get the position to play the demonstration in the Commonwealth.”
The Commonwealth Games offer a crucial opportunity to establish its presence on a global stage. Singh emphasised the significance of the Games as a platform to bring together Commonwealth nations, where Kabaddi has a strong following. He highlighted that doing something positive in 2026 is vital for the sport’s growth.
He also pointed out that plans are already underway to collaborate with Commonwealth Games organisers and Glasgow Life, with the goal of welcoming teams from across the Commonwealth to celebrate the sport.
Additionally, there is a concerted effort to develop women’s Kabaddi. Singh noted that World Kabaddi has been leading the charge in growing the women’s game globally, with strong teams emerging, such as the Egyptian women’s teams.
“There are so many good examples where Kabaddi has been embraced by young people and women in a positive light,” he remarked.
In the UK, the British Kabaddi League is also making strides in this area. Lavery stated that the league now hosts a women’s competition with six teams across the UK.
“It’s very, very important that we show that kind of gender parity and people are as excited about the women’s tournament as they are in the men’s tournament,” he concluded.
