Eight players crossed the `1-crore mark during the Pro Kabaddi League Season 11 auction, setting a new record. The sponsors of the league and its advertising partners are hoping many more records will be created and broken this season.According to analysts, the 10th edition of the PKL amassed 351 million viewers, which is 20% more than what season 9 had logged. Neerav Tomar, founder & managing director, IOS Sports & Entertainment, praises the league for raking up big numbers in a relatively small amount of time. “There’s now a thriving ecosystem for Kabaddi, and we’re seeing the results with top players commanding substantial sums,” he says. “This success underscores that non-cricket sports have immense potential both commercially and in terms of visibility. It’s just a matter of time, the right promotional strategies and patience.”