Image Credit SI
Mashal Sports, in strategic partnership with SI, has been named the winner in the Social Media Marketing – Use of Video Content category at BrandEquity Trendies 2026. The recognition acknowledges the fan engagement content system built for Pro Kabaddi League Season 12, a system that converted real-time match action into platform inventory, delivering 936 million total video views – a 56% increase – compared to Season 11
Together, Mashal Sports and SI designed the Season 12 content architecture around four pillars: building brand awareness, developing player narratives, driving viewership, and deepening fan community. The system was built to own the full match cycle, from pre-season anticipation through to post-match conversation – engineered for speed, regional reach, and content ROI, not just reactive posting.
“In today’s evolving sporting landscape, social media platforms are no longer just amplification channels, they are the best way to engage with fans and audience. At PKL, we have consistently focused on creating compelling, high-impact content that brings fans closer to the league, the players, and the emotion of kabaddi. Our collaboration with Sportz Interactive helped us utilize their expertise in digital strategy and content innovation, thus, making us unlock the full potential of social media. Together, we have worked towards making kabaddi more accessible, engaging, and culturally relevant for today’s digital-first audience.”
— Anupam Goswami, PKL League Commissioner and Business Head, Mashal Sports.
Pre-season, the teams launched the Aggression Meter – an archival-footage-led series that generated 12M+ views and 690k+ interactions before the season started, seeding player narratives and fan anticipation in the weeks before tip-off. During the season, a real-time moment marketing operation, built to convert on-mat action into published reels within minutes – accumulated 330M+ views and 8M+ interactions, up 68% on Season 11. PKL Insider, delivered in Hindi, Tamil, and Kannada, contributed a 14.63% lift to overall views with video views growing 189% vs season 11. Post-match formats including press conference bytes and dressing room behind-the-scenes content sustained narrative momentum between fixtures. Strategic collaboration with regional influencers, content creator networks, and platform Headshot Media added over 140M+ views collectively across the season.
Hindi, Tamil, and Kannada, contributed a 14.63% lift to overall views with video views growing 189% vs season 11. Post-match formats including press conference bytes and dressing room behind-the-scenes content sustained narrative momentum between fixtures. Strategic collaboration with regional influencers, content creator networks, and platform Headshot Media added over 140M+ views collectively across the season.
For a sport still building its digital-native fanbase, the platform-level outcomes redefined what a kabaddi season can deliver. Instagram reached 695M+ video views – its highest ever. Facebook hit 135M+ video views, up 156% vs season 11. YouTube crossed one million subscribers, earning the platform’s Gold Play Button.
“PKL Season 12 was a product of genuine collaboration, and this recognition reflects the trust Mashal Sports placed in us to raise the standard of what a sports league’s digital presence can deliver. What we built together was not just a content calendar – it was a match-moment activation system designed to make every raid, tackle, and Super 10 count beyond the broadcast. Seeing that translate into 936 million views across a shorter season tells us the approach was right. Season 13 is already built on a higher baseline.”
– Chintan Shah, SVP India, SI
The BrandEquity Trendies 2026 recognition affirms a content model built on speed, audience segmentation, and narrative continuity – one that demonstrates how rights holders can systematically convert match moments into sponsorship inventory, subscriber growth, and platform equity.
About SI
SI is the leading sports technology partner for leagues, teams, federations, broadcasters, and media companies worldwide. With 24 years of engineering pedigree, SI specialises in creating scalable, enterprise-grade digital products that turn fan engagement into measurable commercial value. SI works with world-renowned sporting organisations, leagues, and franchises – including the NBA, ICC, UFC, FIBA, BCCI, leading IPL teams, World Archery, and global technology and media brands such as Google, Amazon Prime Video, and more.
Through FanOS: The Fan Engagement Operating System for Sports Organisations, SI provides a portfolio of productised solutions built specifically for the sports industry, through a suite of flexible, independent modules across Data, Experiences, and Activations that are designed to run as a complete ecosystem, or seamlessly plug into existing workflows.
SI doesn’t just build fan experiences; we ensure sports organisations operate like scalable, data-integrated enterprises pioneering the future of sports fandom.
For more information, please visit sportzinteractive.net and follow SI on LinkedIn.