Now Reading: Hero MotoCorp Extends Hockey Partnership Through 2029
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Hero MotoCorp Extends Hockey Partnership Through 2029
Hero MotoCorp has renewed its association with the International Hockey Federation for five years from 2024, becoming a Global Leadership Partner covering major tournaments and formats. Sanjay Bhan, the company’s executive vice-president,…
The Story in Brief
Hero MotoCorp has renewed its association with the International Hockey Federation for five years from 2024, becoming a Global Leadership Partner covering major tournaments and formats. Sanjay Bhan, the company’s executive vice-president, said its next phase would focus on growing hockey’s audience, grassroots participation and commercial strength. Hero also remains title sponsor of the Hockey India League for three seasons from 2024-25, with its VIDA brand involved.
The company began backing the FIH at the 2010 men’s Hockey World Cup in New Delhi and became the inaugural Hockey India League’s title sponsor in 2013. Bhan said Indian hockey now has stronger athlete development, sports science and domestic competition, including revived men’s and women’s leagues. India’s 2026 World Cup campaign begins against Wales, as the team seeks its first title since 1975.
The Indian Opinion
Sponsorship alone does not prove that hockey is becoming healthier, just as a World Cup result cannot measure the entire system. Claims that corporate involvement is merely branding ignore the value of leagues, funding and exposure, while claims that these partnerships guarantee a revival are equally overstated. The useful test is whether the women’s league survives, more regions produce internationals, and India’s performance improves beyond one tournament.
Source: sports.ndtv.com
This story was synthesised by AI from the source linked above.
