Top Story


Home >> Media - TV >> Article

Star Sports gets bullish on hockey

Font Size   16
Star Sports gets bullish on hockey

Star Sports is leaving no stone unturned to create buzz around the Hero Hockey India League (HHIL). The tournament, which has five franchised teams taking part, commenced on January 14, 2013.

Insisting that sports and not cricket is the first love for Star Sports, Aloke Malik, Managing Director, ESPN Software India remarked, “Cricket is one of the sports. We are very bullish about the future of hockey and the Hero Hockey India League. We believe that hockey as a game has the pull as well as the potential to become a prominent number two sport in the country after cricket.”

However, curiously, former cricketer Navjot Singh Sidhu has been roped in as brand ambassador for HHIL.

When pointed out that previous ventures to make hockey glamourous and raise the game to league status had received lukewarm response, Malik maintained, “As far as HHIL is concerned, it is being sanctioned by the Federation of International Hockey (FIH) and has a special window where international players can participate, which makes a big difference. This is the best of Indian and international talent available for participation in HHIL.”

Talking about the marketing and investment on the League, he said, “Star Sports is spending Rs 20 crore to build up this campaign and another Rs 50 crore on prize money, franchise, player acquisition, operation cost and other investments. This spend is for one year alone, so understand that the business is coming into hockey.”

The channel has launched a high decibel promotional campaign for HHIL across platforms with the core theme of ‘Ladoh toh aise’ or ‘Fight like this’.

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Duroflex and Happy mcgarrybowen launch #7HourMarathon campaign with Milind Soman to promote healthy sleeping practices

Punjab has witnessed highest growth, of more than 50% DTH penetration, followed by HP and J&K

IRS 2017 has been reinforced with design, methodology, quality, and questionnaire enhancements to ensure the highest integrity of the data.