Hero MotoCorp Returns To Hockey

This year, the premier continental tournament will feature host nation Bangladesh, China, India, Japan, Korea, Malaysia, Oman and Pakistan in action from October 11 to 22.

Speaking of this partnership, Hero MotoCorp Chairman, Managing Director and Chief Executive Officer Pawan Munjal said: “At Hero MotoCorp, we aim to build a culture of sportsmanship and team spirit among the youth across the world through our various global sports associations. We have a successful ongoing association with the International Hockey Federation (FIH), and we are now glad to associate with the Asian Hockey Federation.”

“I am sure our Title Sponsorship of the 10th Men’s Hockey Asia Cup will play the role of an enabler in taking the sport to new audiences. I wish all the participating teams the best of luck and look forward to a magnificent tournament.”

With two high-profile hockey title sponsorship withdrawals from Hero Moto Corp., namely the FIH Men’s Champions Trophy and Hockey Indian League last year, most industry insiders would have thought the leading two-wheeler brand was more focused investing in football (~US$23.6m in 17 deals since Q414) and golf (US$7.6m, 18 deals since Q414) than the US$5.2m+ outlay in 3 big deals).