The Indian cricket team’s loss has turned out to be a windfall for the Indian hockey team. Sahara India Pariwar, which had recently announced its decision to withdraw support to the Indian cricket team, has renewed its support to Indian Hockey by announcing to sponsor the Men and Women National and Junior Hockey Teams for a period of five years. The sponsorship amount is 170 per cent higher to the sponsorship amount given earlier by Sahara to the hockey team.
Commenting on the development, Subrata Roy, Managing Worker & Chairman, Sahara India Pariwar, said, “It is our national sport and we are proud to be associated with this game and are elated to continue our patronage and support for the game. We will achieve greater laurels and success in the sport of hockey in the coming years and Sahara India Pariwar is committed to the development of sport at all levels.”
It may be recalled that in 2003, Sahara India Pariwar, with the intention of supporting hockey, came forward to support the team. This sponsorship is a part of Sahara’s programme to promote sports at ground level. In addition to this, Sahara has adopted Indian boxing, wrestling, archery, shooting, track & field and tennis, covering support of a total of 95 sportsmen in these six sports who are potential medal winners, until after London Olympics 2012, and is associated with other sports at various levels.
Reacting to the decision, Narendra Batra, General Secretary, Hockey India, said, “I take this opportunity to thank Sahara India Pariwar, specially ‘Saharasri’ Subrata Roy, for coming forward and supporting the sport of hockey. I am sure this association would encourage all the players to perform even better in the forthcoming international tournaments.”
Sahara India Pariwar has been the official sponsor of the Indian hockey team (Senior and Junior Hockey Teams) since 2003. Apart from being sponsor to the Indian hockey team, Sahara India Pariwar played host to team in Lucknow for their coaching camp for the Champion’s Trophy in 2003.
Sahara India Pariwar also joined hands with Federation Internationale De Hockey (FIH) in 2004, the world’s apex body for hockey, and became the 4th Global Partner of the Federation for a period of three years.
Sahara withdrawal: Cricket’s loss, sports’ gain