The Indian senior men’s hockey team has been steadily charting out the ‘serious forward marches’ in pursuit of regaining their lost glory in the sport. The national team, who were consigned to an ignominous wooden spoon finish at the 2012 London Olympics and were hovering outside the top-10 in the FIH world rankings, have steadily worked their way up the performance and ranking ladders.
Similarly, the country’s women’s hockey team may still be hovering outside the top-10 in FIH world rankings, but they have overcome several higher ranked teams and qualified for the 2016 Rio Olympics after a staggering 36-year gap.
Clearly, things look positive as far as the performance of national men and women hockey teams are concerned but one question that demands an ‘answer’ is that why are the corporate sponsors shying away from supporting hockey?
Of course, one entity – Hero MotorCorp – is an overwhelming exception. The two-wheeler manufacturer has contributed immensely for Indian hockey, munificently sponsoring several big-ticket FIH tourneys held in India.
The sponsorship journey of Hero with Indian hockey started in 2010 when they sponsored the 2010 World Cup held in New Delhi. This group has always chipped in as ‘Title Sponsor’ – Hero was also the title sponsor of the 2012 Olympic Qualifiers, 2013 Junior Men’s World Cup, 2014 Hockey World League Final Round, 2014 Champions Trophy and the recent 2015 Hockey World League Final Round held in Raipur.
Sahara Group is another major support Indian hockey over the years. If we take Hero and Sahara out of the equation, there is not much to rejoice about as far as helping hand of corporate sponsors are concerned. Of course, several blue-chip names have participated as associate sponsors, but by and large, Hockey India hasn’t quite been able to rope in the corporate houses despite the team performing well. One is not sure why corporate houses are not coming forward in a big way.
“It’s difficult to say why sponsors are not coming forward since our national team is doing well, especially in the last two years or so. Barring five or six brands, Indian hockey is struggling to see sponsors make a beeline to the Hockey India’s office. One do not know or can say for sure if they have any reservations about lending their sponsorship hand towards Indian hockey,” said a former Hockey India official on condition of anonymity.
There is a general feeling that corporate houses do not quite have the conviction that the money they invest will be best utilised.
“It could be one of the many factors not the only one. I think corporate houses may feel their putting their money in hockey may not give them the right mileage like they gain by sponsoring a sport like cricket. If at all that is the case, Hockey India need to find smarter ways to attract corporate enterprises so that these corporate houses feel that their purpose of sponsoring is fully served,” the official added.
The hockey body has more or less been banking on public sector companies to offer sponsorship. Navratna company NALCO was one associate sponsor of the 2014 Champions Trophy and nowCoal India Limited have signed on as title sponsors of the 2016 Hockey India League as well as the 2017 and 2018 editions.
There is a general consensus among officials and fans alike that a corporate flavour is missing in India hockey barring the gargantuan support from Hero MotorCorp and Sahara over the years with government PSUs coming to Indian hockey’s aid.
The manner in which the Indian teams are performing in the last two years, one should have been justified in expecting the same level of excitement and willingness among corporate sponsors – something that is missing.
Sponsors have taken a strong liking for non-cricket sports like football, tennis and kabbadi in a big way in recent years, but hockey has missed out in magnitude.
The hope is that hockey is embraced in a big way by corporate houses in the years to come as without their support no matter how well India performs on the pitch in any stage be it the World Cup, Olympics and Champions Trophy, sport will only take backward steps in the country.
