Sahara renews sponsorship
Sahara India, a major business conglomerate, which had dropped a bombshell when it announced the decision to scrap the sponsorship of Indian cricket, and withdrawal of IPL team Pune Warriors, has renwed its sponsorship of Indian hockey, with a 170 per cent hike in the deal, from the earlier sponsorship amouont.
Sahara India disclosed here on Wednesday that it would sponsor the men’s and women’s senior and junior hockey teams for a period of five years. The sponsorship amount is 170 percent higher to the sponsorship amount given earlier by Sahara to the hockey team.
Sahara India first came forward to sponsor Indian hockey in 2003 with the intention of supporting the national sport, but later riveted its attention to cricket, a virtual cash cow. But after falling out with the Board of Control for Cricket in India (BCCI) recently, Sahara renewed its sponsorship of hockey with Hockeyt India. Sahara has assured its “whole-hearted” support for the development of hockey, and the latest sponsorship deal is a part of Sahara’s program to promote sports at ground level.
Sahara has already adopted boxing, wrestling, archery, shooting, athletics and tennis, covering support of a total of 95 sportsmen in these six games, who are potential medal winners for the London Olympics 2012.
Sahara India chairman Subrata Roy said, “It (hockey) is our national game and we are proud to be associated with this game and are elated to continue our patronage and support for the game. We will achieve greater laurels and success in the sport of hockey in the coming years and Sahara India Pariwar is committed to the development of sport at all levels.”