The International Hockey Federation (FIH) and STAR India, which runs sports network Star Sports, have signed an eight-year strategic partnership to improve the production of international hockey broadcast and extend hockey’s reach worldwide. The deal will run from January 2015 to December 2022. During the period of the deal, FIH will look to host a major event in India each year.
Star Sports will be the host broadcaster for key FIH events both in India and throughout the world. The partnership with Star Sports is in line with FIH’s strategy to put events at the forefront. FIH recently introduced a strong focus on digital engagement, branding and promotion of events to improve the spectator experience. Making the television coverage more entertaining and compelling is fundamental to achieving this goal.
In its position as the International Cricket Council’s (ICC’s) global broadcast & production partner, Star Sports has been covering all ICC events.
Last year, Star Sports partnered with Hockey India to launch the Hockey India League (HIL). In its first season, HIL was broadcast in more than 80 territories across the globe.
As part of the deal, Star Sports has acquired global media rights for all territories, excluding Argentina. Through its network of international affiliates and other national broadcasters, content will be distributed to over 200 countries.
Nitin Kukreja, Head of Sports Business, STAR India said, “We are delighted to be FIH’s global production, host broadcast and distribution partner. The partnership ties-in well with our overall vision of promoting sports culture in India. We will work closely with FIH and invest in production to ensure that hockey reaches its full potential. As we have done with HIL, we will aim to innovate and create an exciting visual spectacle for international viewers.”
Leandro Negre, President, International Hockey Federation added here, “This partnership is an incredibly important and exciting development for international hockey. Not only will Star Sports promote hockey worldwide between Olympic Games’ cycles, but it will make our sport much more interactive and entertaining.”
Kelly Fairweather, CEO, International Hockey Federation said, “Our partnership with Star Sports is a major stride forward for hockey. Star Sports shares our determination to raise the bar in terms of the production values and viewer experience in a rapidly changing multi-screen environment. Their know-how will be hugely beneficial.”