New Delhi: After severing its ties with the Board of Control for Cricket in India (BCCI), Sahara India on Wednesday renewed its sponsorship deal with Hockey India (HI) with a 170 per cent hike.
The new sponsorship deal for five years is valued at around Rs.8 crores per year, a substantial 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 from February 18-26.
Sahara India chairman Subrata Roy said hockey, the national sport, deserves support.
"It 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," said Roy in a statement.
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 told IANS that HI demanded around Rs.14-15 crores but Sahara didn't agree.
HI secretary general Narinder Batra thanked Sahara for its support.
"I thank 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 encourage all the players to perform even better in the forthcoming international tournaments," he said.
Sahara decision to sponsor 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 (IPL).
Sahara's sponsorship of hockey is a part the group's programme to promote sports at the ground level. In addition, Sahara will also support boxing, wrestling, archery, shooting, track and field and tennis.
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