Nimbus Sport aims at creating mass-level awareness about Hockey; to invest around Rs 25 crore in India

PIMPRI-CHINCHWAD: A joint initiative between the Indian Hockey Federation (IHF) and Nimbus Sport, World Series Hockey (WSH) was conceived to reinvigorate the game in India and make it the “sport of choice” for young Indians. With a total prize purse of approximately $2 million, the WSH will be an annual event with a multi-city franchise-based model. The inaugural hockey tournament is being played by eight teams in seven cities across India.

The first match held in the Pune zone on March 7 between Pune Strykers Vs Bhopal Badshahs received a tremendous response. “Through this WSH platform, the branding of Pimpri-Chinchwad was enhanced as these matches are shown live in around 30 countries on multiple-media platforms,” president of Pune District Hockey Federation and local coordinator for IHF Rajesh Pillay said.

He said the poly-grass ground was lying idle for more than 13 years. “It was due to this event that the stadium came to life again. We have received monetary support from Pimpri-Chinchwad Municipal Corporation (PCMC) of around Rs 3 crore. The funds were utilised for installing floodlights and improving the stadium’s general infrastructure. The Federation is thankful to PCMC Commissioner Asheesh Sharma for support,” Mr Pillay added.

Talking about the selection of Pimpri’s stadium, Yannick Colaco, COO of Nimbus Sport, said his company will give the stadium an international look. “We will be investing heavily for the upgradation of stadium with a long-term vision and contract that it will be available for our sports activity. There were two options: Pimpri or Balewadi stadium. Since Pimpri-Chinchwad administration was cooperative, we selected Pimpri stadium. Also Khadki, close to Pimpri-Chinchwad, had produced eminent hockey players like Dhanraj Pillay and Vikram Pillay. We had to create awareness about the sport and even check with the emerging new generation of hockey players,” he said.

WSH and IHF have jointly announced a mega incentive to motivate Indian hockey players to ‘Strive for Gold’ in the 2012 London Olympics. The current hockey ecosystem needs to be streamlined to ensure players are looked after well and their remuneration is substantially corrected. The legacy of Indian hockey at the Olympics is unmatched, with the national team winning 11 medals, including eight gold medals.

Mr Colaco said: “WSH is a definite game-changer for hockey players in India and across the world. WSH has ensured that the time for hockey players to take the centre-stage is finally here. By offering the highest prize money and creating an environment where players compete with the best in the world, youngsters can finally consider hockey as a viable profession in sports.”

Nimbus has been a major force promoting cricket in India. Two years back, however, it decided to focus on viable models for other games like hockey and golf.

Mr Colaco regretted that the Indian government is not bothered to promote any sports other than cricket in India. “WSH is proud to lead the entire transformation process in Indian hockey and is committed to motivate hockey players to perform at the highest level,” he added.

A significant guaranteed investment into infrastructure and players will give the game a big boost. The action-packed league of 61 matches, featuring 200 players from India and around the world, will be televised live. With a total investment of around Rs 25 crore in India, Nimbus Sport aims at creating mass-level awareness about the national sport.

Apart from Pimpri, matches are also played at Jalandhar, Delhi, Mumbai, Chennai, Bangalore, Bhopal and Chandigarh. The inaugural edition of the league comprises eight teams from Mumbai, Delhi, Chennai, Hyderabad, Bangalore, Chandigarh, Pune, Bhopal, Punjab, Ranchi and Rourkela.

“We have been successful in creating a strong sporting branding based on ‘In India, For India’. The ratings of the first week are a clear testimony that hockey is the only sport after cricket that can deliver a national viewership. The awareness and buzz around WSH were unprecedented across all touch points, including social media. The response from the commercial ecosystem has been overwhelming with brands like Bridgestone, Vodafone, Seagram’s Imperial Blue, Coke, etc. on board,” Mr Colaco added.