Promoting a game other than cricket to Indians is an uphill task. Hockey India League has signed a multi-year deal with Hero MotoCorp for the title sponsorship. The tournament, to be called Hero Hockey India League, is aiming to do just that.
Though most corporates have shied away from promoting other sports in the country, the two-wheeler major has been keen to promote the national sport through sponsorship of marquee tournaments and other initiatives.
Pawan Munjal, Managing Director and Chief Executive Officer, Hero MotoCorp, said, “Hockey holds a special place in our hearts. I am sure that the initiative taken by Hockey India to start this league will go a long way in developing the game and bring back its old glory.”
Incidentally, the Hero Group has been one of the pioneers of cricket advertising. The company has gained immense mileage from its association with the game.
“The corporate’s deal with hockey is extremely strategic and a sound sporting investment. Hockey, as a sport, has the capability and potential to recapture the public’s imagination. The investment could not have come at a better time,” said Ryan Smith, a sports marketing expert.
Another company, Sahara India, has also made clear its intentions with regards to hockey. Even as Sahara signalled its intentions to end its sponsorship of the Board of Control for Cricket in India (BCCI) early 2012, it signed a five-year renewed deal with the national governing body for hockey.
At that time, Sahara Chairman Subrata Roy had said, “It is our national game. We will achieve greater laurels and success in the sport of hockey in the coming years. Sahara India Pariwar is committed to the development of sports at all levels.”
Sahara had first sponsored Hockey India in 2003, with a eight-year deal worth around $6,00,000 (Rs 3.2 crore) a year. When the deal expired in 2011, the two parties extended it for six months through January 2012.
The new deal is to extend to the end of 2016. Officials close to the development told Business Line that Sahara would shell out around $2 million (Rs 10.8 crore) a year to Hockey India, which is a three-fold increase over the last deal. Incidentally, Hero MotoCorp also was the Title Sponsor of the 2012 Olympics Qualifier Tournament, called the Hero FIH Road to London 2012, which was won by the Indian Men’s team. In 2010 too, the company became the title Sponsor of the men’s FIH World Cup held in New Delhi.
The inaugural Hero Hockey India League will be held from January 14 to February 10, 2013 involving 120 leading players. Five teams have been formed: Mumbai Magicians, Delhi Waveriders, Jaypee Punjab Warriors, Uttar Pradesh Wizards and Ranchi Rhinos.
amritanair.ghaswalla@thehindu.co.in