Top Story

Home >> Media-TV >> Article

With savvy marketing, ESPN Star Sports set to give makeover to Indian hockey

03-December-2004
Font Size   16
With savvy marketing, ESPN Star Sports set to give makeover to Indian hockey

Cricket’s step-sibling hockey is all set to receive a major marketing boost courtesy ESPN STAR Sports, the India Hockey Federation and Leisure Sports Management. Come January 2005, 10 Indian teams would vie for the top honours in the Premier Hockey League (PHL) to be held in Hyderabad. The teams have been well-packaged with names like Maratha Warriors, Hyderabad Sultans and Bangalore High-Fliers. The team logos have been conceptualized by ESPN’s advertising agency JWT and their uniforms designed by well-known fashion designer Aparna Chandra.

At a high profile launch held in the Capital on Wednesday evening, captains of the five Tier I teams -- Gagan Ajit Singh (Sher-e-Jallandhar), Viren Rasquinha (Maratha Warriors), Ignace Tirkey (Chennai Veerans), Dilip Tirkey (Hyderabad Sultans) and Arjun Halappa (Bangalore High-Fliers) -- walked the ramp, along with leading models to unveil their respective team logos and jerseys.

According to R C Venkateish, Managing Director, ESPN Software India Pvt. Ltd, the entire exercise is a well thought out marketing strategy. ESPN STAR Sports will play the key role of marketing, producing and broadcasting PHL for the next 10 years. Said Venkateish, “By presenting the game in a new international format, we will be able to attract consumers to the game and also help the game grow more popular. Increased popularity will, in turn, attract foreign players and at the same time encourage more youngsters to play the game.”

Interesting innovations have been introduced in the ‘PHL’ to increase viewer interest in the game. Each game will have four quarters of 17 minutes and 30 seconds each, instead of the two halves. New concepts of time-outs have also been introduced in order to liven up the game. The league will have two tiers having five teams each in the first year. Tier I will be called the ‘Premier Division’ and Tier II will be called the ‘First Division’. PHL will offer a total prize money of Rs 71 lakh.

Venkateish feels that “India is well poised to become a multiple sports country like Australia, the UK, the US and other European countries with games like soccer, F-1 and golf gaining currency. “The launch of PHL may prove to be one of the strongest measures in promoting the Indian sports market in that direction,” he said.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Bharti-Airtel issued a statement claiming the apex court dismissed Jio’s petition granting Airtel a partial reprieve over its IPL advertising campaign

Hareesh Tibrewala explains how Block Chain technology can help monetize your digital footprint, as per your own rules, instead of a 3rd party doing it

Kavinder Singh talks about the brand’s advertising and marketing strategy and tells us how it has has played an integral role in the rise in its standalone net profit to Rs 38.55 crore