Sahara India Parivar renovates sponsorship deal with Hockey India

After spliting its ties with the Board of Control for Cricket in India (BCCI), Sahara India on Wednesday has renewed its sponsorship deal with Hockey India (HI) with a 170 percent ramble. The new sponsorship deal for five years is appreciated at around Rs.8 crores per year, an extensive hike from the Rs.3 crores per year, and will cover both the men and the women’s team in the senior and junior categories.

The teams will be seen sporting the Sahara logo during the 2012 London Olympic qualifiers to be held here February 18-26. Sahara India chairman, Subrata Roy has said that the hockey, the national sport, deserves support.

“It is our national game and we are proud to be connected with this game and are ecstatic to continue our benefaction and support for the game. We will accomplish greater laurels and success in the sport of hockey in the coming years and Sahara India Pariwar is dedicated to the development of sport at all levels,” stated Roy.

Sahara’s association with the Indian hockey team as a national sponsor started in 2003 following the pullout of Castrol, when the Indian Hockey Federation (IHF) was running the game in the country. The eight-year contract ended in 2011 and the extended six-month period also ended in January.

Sources have told IANS that Hockey India required around Rs.14-15 crores but Sahara didn’t agree. HI secretary general, Narinder Batra thanked Sahara for its support.

“I’m thankful to Sahara India Pariwar, especially Mr. Subrata Roy, who is the greatest patron of sports, for coming forward and supporting the sport of Hockey. I am sure this association would hearten all the players to perform even better in the impending international tournaments,” he has said.

Sahara decision to subsidize Indian hockey comes in the wake of its pullout both as the chief BCCI sponsor after 11 years and as the owner of Pune Warriors franchise in the Indian Premier League (Indian Premier League).

Sahara’s sponsorship of hockey is a part the group’s program to encourage sports at the ground level. In addition, Sahara will also support boxing, wrestling, archery, shooting, track and field and tennis.

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