Star Sports to invest Rs 1,500 cr in hockey over eight years

The network has hired IMG to produce the second edition of Hockey India League and plans to introduce new level of graphic motions & consumer engagement both on & off the screen

e4m by exchange4media Staff
Updated: Jan 24, 2014 7:46 AM
Star Sports to invest Rs 1,500 cr in hockey over eight years

STAR India has committed an investment of over Rs 1,500 crore in Hockey over the next eight years. Star Sports has tied up with Hockey India and International Hockey Federation (FIH) to embark upon a journey to promote the game. As is known, the sports channel has recently been assigned the broadcast and rights deal for FIH.

Nitin Kukreja, Head of Sports Business, STAR India said, “Our aim is to transform the sporting landscape and imbibe a culture of multiple sports in India. Sports broadcasters in India have traditionally invested only in cricket, but shied away from committing such heavy investments in other games. We are putting money where our mouth is. We believe hockey has potential for growth, but needs certain key ingredients to come together. We believe that a vibrant local league, international events in India, including the 2018 Hockey World Cup, and world class production coverage are essential to popularise the sport and help nurture future champions.”

With the telecast of the second edition of the Hockey India League (HIL), Star Sports is aiming high. Showcasing ‘The New Face of Hockey’, Star Sports has invested over Rs 100 crore in the promotion and production of the second edition of the tournament, which commences in two days.

As per a release issued by the channel, “Star Sports plans to make the Hockey India League broadcast an immersive, engaging and pleasurable viewing experience for the Indian hockey fan. The idea is to take the consumer closer to the game and make them understand the game better. Star Sports has hired International Management Group (IMG) to produce the second edition of HHIL. Israel-based specialised sports agency Prometheus has been entrusted with the responsibility of developing cutting edge graphics suitable for hockey broadcast. The broadcaster will use as many as 20 cameras for the very first time in the history of the sport for each and every match during the league – covering every piece of action on the Astroturf.”

Additionally, Star Sports is treating HHIL at par with international cricket. The League will be showcased not only in English on Star Sports 1 and Star Sports HD1, but also in Hindi on Star Sports 3. will stream all matches of the tournament live for hockey fans across the world.


For more updates, be socially connected with us on
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.