The International Hockey Federation (FIH) has announced a new four-year sponsorship agreement with motorcycle manufacturer Hero MotoCorp Ltd.
The deal, described as “a first-of-its-kind partnership”, will see Hero title sponsor all FIH events held in India during the next four years, including the upcoming Hockey World League Round Two events in February, the 2013 Men’s Junior World Cup, the 2014 Men’s Hockey World League Final, the 2014 Champions Trophy and the 2015 Hockey World League Final.
Hero first entered into a partnership with the FIH in 2010.
Pawan Munjal, managing director and chief executive of Hero MotoCorp, said: “We have been committed to the promotion of hockey in India since the past several years. With this new partnership with FIH, our association with hockey now enters a new and highly-exciting phase, which will bring top-class hockey closer to the fans in India.
“I am hopeful that this partnership will not only play the role of a catalyst in reviving the popularity of the game in the country, but also inspire talented youngsters to pursue hockey as a serious career option.”
FIH president Leandro Negre added: “I am very pleased to continue our very successful partnership with Hero Motor Corp. India is one of hockey’s most high-profile countries and we need strong support from partners such as Hero to ensure that our sport continues to thrive there. I am sure great things lie ahead for both the FIH and Hero in what promises to be an exciting four years.”
Last month, Hero signed up to title sponsor the Hockey India League (HIL), India’s new franchise-based professional hockey competition.