MUMBAI: After cricket, football, Kabaddi and other sports, Indian viewers will very soon get to see a ‘Yoga League’. With the mix of Yoga and Bollywood entertainment, contestants will be performing ‘asanas’ (postures) to the tunes of songs. The idea is a brainchild of executives of sports marketing firms Baseline Ventures and Republic of Sports, who have secured long term rights for the property from Yoga Federation of India and Asian Yoga Federation to launch Yoga League in India and Asia.
The companies are also looking at the property as a way to promote yoga across the globe as a fun entertaining concept, which might play a role in furthering Prime Minister Narendra Modi’s mission of promoting Yoga as a Way of Life.
Tuhin Mishra, managing director at Baseline Ventures, said, “This is one of the most exciting projects we will be part of. It gives us a chance to create a property which combines Yoga and entertainment.”
Mishra is confident of kickstarting the first edition of the league in the first quarter of 2017. “The way we have developed the format, we are not going to sell the team franchisees. The entertainment mix will allow us to pitch this property to a general entertainment channel, which will ensure more viewership.”
The league will see various teams from within India and abroad. It will also rope in Bollywood and international celebrities along with a few top Yoga gurus from India. Most of the sports federations and yoga players around the world have given their consent to participate in this uniquely designed Yoga League, said Ashok Agarwal, president of Yoga Federation of India and general secretary, Asian Yoga Federation.
After the success of the Indian Premier League (IPL), India has seen launch of many leagues across sports — Indian Super League (football), Pro Kabaddi League, Hockey India League, Premier Badminton League, Pro Wrestling League and Premier Futsal to name a few.While some have attracted viewers and advertisers, many have remained loss making ventures.