ESPN-STAR Sports (ESS), which has recently bagged rights for some important international sports properties such as the ICC events and the UEFA league, is paying equal attention to domestic events such the Premier Hockey League (PHL) tournament. ESS has embarked on a new campaign ‘Garv Nahin to Kuch Nahin’ to promote the tournament.
The campaign, based on the idea of building regional pride, is being done to evoke popular support for the seven teams in the League. PHL aims to build support and contribute towards renaissance of sports in Maharashtra.
Announcing the causes for each state taking part in the tournament, R C Venkateish, Managing Director, ESPN Software India Pvt Ltd, said, “People are passionate about seeing their team win and this regional pride of witnessing your team perform well will motivate them to stand up and be counted. The ‘Garv Nahin to Kuch Nahin’ campaigns will highlight regional pride among the seven states and invoke support through the causes that are a part of the state that we all live in. January 4, 2007 will be celebrated as ‘The Pride Day’ across the country when PHL begins as a mark of passion and love for hockey and support and encouragement for your own state team.”
PHL team bands will be sold at Adidas outlets across the country, and the channel has also tied up with the music company Sa Re Ga Ma to build a ‘Garv’ package that will be retailed at various stores in the country.
Fans across the nation will be able to download a host of features like ringtones and wallpapers to support their favourite teams. Proceeds from the sale of the bands, albums and downloadable services will go towards the dedicated cause of the region. In Maharashtra, the proceeds will be diverted to the sports associations and federations as funds for the resurgence of the Maratha sports community, which boasts of an illustrious legacy in India.
Southern movie star Madhavan will throw his lot behind the Chennai Veerans, Bollywood actor Jimmy Sheirgill will root for Sher-e-Jalandar, while cricketer V V S Laxman will back the Hyderabad Sultans, while former cricketer Ravi Shastri will support the Maratha Warriors. Debashish Mohanty will back the Orissa Steelers, while former badminton champion Prakash Padukone will champion the cause of the Bangalore Lions.
Speaking on the occasion, Ravi Shastri said, “PHL will be the genesis of the revival of Indian hockey and will hopefully carry the Indian national hockey side to important victories in tournaments abroad. I am proud to be a part of PHL cause that will look to uplift the sports scenario in Maharashtra.”
PHL was launched with the idea of reviving the glory of hockey in India. Said Venkateish, “The Premier Hockey League has been a great success and has given a chance to many youngsters to groom themselves in the early stages of their careers. The League will only become bigger in times to come.”