No pre-tournament publicity: Empty stands expected

Families of players from across the globe have been stedily descending on Delhi to witness their wards, liked ones, represent their countries in the Hero FIH Junior World Cup.

India is hosting a biggest hockey event, never before does it stage a tournament involving 16 nations as is the case now with the 11th Junior World Cup just a day away.

But the stark reality here in Delhi is that no crowd is expected on the stands, even for the India – The Netherlands opening match.

Not that Delhi shivers under severe winter, the season has just started though; not that security is a cumbersome road block.

Even the tickets are not costly. Yet lack of enthusiasm from the organizers, be it FIH or Hockey India, to publicize the event is conspicuous for its total absence.

No efforts have been made to publicize the tournament, even minimum.

Apart from those who follow the game through direct contact or read in media, the event is hardly known to many.

The event broadcaster Ten Sports has not done any pre-tournament publicity exercise even on their channel.

Common public in Delhi are hardly aware an event of such a grand scale is about to take place in their backyard.

“Am staying in the official hotel, the Lalit. I shopped in a centre there in the ground floor today, the vendor does not know a hockey tournament is being held here, I was surprised”, said an official speaking on anonymity yesterday.

The vendor cannot be faulted. His lack of knowledge reflects the general condition here in Delhi.

There are no billboards on the streets, posters on the walls.

Nor the services of any celebrity or brand ambassadors sought, to give more visibility to the event.

Some efforts, like distributing pamphlets, posters etc in colleges, universities and schools would have elicited wide enthusiasm.

Even an official from one of the sponsors felt the tournament lacks publicity and expressed concern if the stands will be empty.

It was in contrast to the earlier occasions when Senior World Cup was held a series of promotional events, and street publicity efforts were put on board a month in advance.

If India is a hub for hockey from marketability standpoint, this will stand eroded if stands are going to be empty.

Major Dhyan Chand stadium has a capacity of 16,000. The uncovered stands accounting for the most.

Since India matches are planned for nights, 18 hrs, its another factor even Indian matches have to played against barren stands, for now.

If public won’t turn up, they cannot be faulted this time.