Hero MotoCorp Continues Backing Hockey India League (HIL)

Hero MotoCorp, the manufacturer of scooters and motorcycles, is all poised to partner Hockey India League (HIL). 

Under the deal, Hero MotoCorp has become the title sponsor of HIL for the upcoming three seasons, beginning from the upcoming 2024/25 season. The sixth season of the annual tournament will take place from 28 December 2024 to 1 February 2025, featuring eight men’s teams and four women’s teams. 

The bedrock of the collaboration is to promote sports in India, particularly hockey, enhance its visibility and provide a platform for emerging talents throughout the nation.

Sanjay Bhan, Executive Vice President at Hero MotoCorp, stated,“Hero MotoCorp is deeply committed to nurturing and supporting sports globally, with a special emphasis on India. Hockey holds a unique place in our hearts, reflecting our nation’s rich sporting heritage. The Hero Hockey India League is more than just a competition – it’s a celebration of our shared passion for the sport, an inspiration for future athletes, and a unifier for communities. We wish all the participating teams and players the very best.”

Dr. Dilip Tirkey, Chairperson of the Hockey India League Governing Committee, added, “Hero MotoCorp has always been a pioneer in supporting Indian sports, and their association with the Hero Hockey India League will elevate the tournament’s stature. With their title sponsorship, we are confident that the Hero Hockey India League will reach greater heights, inspiring players and fans alike. Together, we aim to make this league a true celebration of hockey as #IndiaKaGame.”

According to ASN data, Hero MotoCorp (3.7%, ~US$38.9m) is the 7^th highest investor for the Asian sponsorship landscape since Q122, with a quarterly average spend of US$3.3m during this period. However, 2024 has been a rather subdued year for the company in the sponsorship market, as quarterly spending has dipped between US$232k and US$973k, and this is due to a string of withdrawals including a big money Tiger Woods endorsement, Caribbean Premier League T20 tournament and the Indian National Football Team.