Nimbus Sport partners with Indian Hockey Federation to launch 'World Series Hockey'

Alternative sports got its due consideration in India only in the new millennium. A country, where cricket and its players were worshipped among other sacred deities, found it hard to digest sports of other forms. The first and basic challenge was to convince the masses about the potential of other sports, so that the interest levels were piped up. So now sports like Boxing and other events that are not in the main stream sports are getting the limelight. Hockey though known to be the national game has never been good enough when compared to cricket and has never been able to muster about that level of excitement. Nimbus Sports along with Indian Hockey Federation is all set to change that scenario.

Nimbus Sport has entered into an agreement with the Indian Hockey Federation (IHF) to conceptualize, stage and market an annual hockey league called "World Series Hockey" (the League), with the first edition scheduled to be launched in late 2011.

Nimbus Communications Executive Chairman, Harish Thawani, deliberated upon these challenges, speaking exclusively to Adgully.

"Hockey league will be the world's largest hockey tournament which will be staged in the hockey tournament between November and February every year. We will produce to some high definition television and expect to deliver to over 70 countries worldwide. We believe it will become number one platform for players to showcase their abilities and also become number one commercial asset in the world of hockey," Thawani said.

The 15 year deal between Nimbus Sport and the IHF is expected to transform the way hockey is played and perceived in India. The objective of the League is to reinvigorate hockey in India and to make hockey the "sport of choice' for young Indians. Further it aims at creating a milieu for hockey, which can sustain itself financially and provides financial incentive and security to current and future hockey players. Most importantly, it will showcase Indian hockey to the world.

Thawani further added, "Our expectation is that we should be the number one hockey event in the world. Everything will have its own set of challenges. For us the biggest challenge was to convince the people so that there was a belief in the game and it could develop passion."

When compared the hockey League to IPL, Thawani commented, "I think World Series Hockey will do more than what IPL did. It will give its first major commercial structure which it had been lacking so far and convert the passion of India and bring the passion back so that we can see a world class product in world class television coverage on a sustained basis year on year."

An annual event, the League entails participation of upto 10 teams in its first year, using a city based model. The entire event will take place on "home and away' basis culminating into multi header Playoffs. The first edition of World Series Hockey will take place between November / December 2011 to February 2012, feature upto 100 matches and upto 250 hockey players from India and around the world. Each match of the league will be produced and broadcast LIVE on multiple media platforms including Television.

R. K. Shetty, President, IHF, said, "This joint initiative between IHF and Nimbus will reinvigorate our national game while injecting additional funds into the development of hockey. Nimbus Sport is one of Asia's largest Sports Management Company with experience in management and marketing of global events across the world. With their management and marketing excellence plus financial investments, we are confident that Indian Hockey is set for its biggest ever boost. World Series Hockey is a win-win situation for everyone as it will bring back hockey fans and make them cheer the national sport and local talent."

Harish Thawani further said, "World Series Hockey will provide hockey players from India and around the world an opportunity to showcase their skills on a prominent platform. This event is only the first in a number of initiatives we have planned in Hockey to help bring back glory to our National Sport."

Yannick Colaco, Chief Operating Officer, Nimbus Sport, added, "This initiative in Hockey is part of our commitment towards accelerating the growth of sport in India through financial and resource investment. World Series Hockey is an unique hockey event which will immensely benefit all the stakeholders of the game, including the players and the hockey fan"

Nimbus Sport shall team up with the IHF to organize, manage, develop, produce, stage, promote and market the League. Nimbus Sport will also market all broadcasting and all other electronic media rights, in connection with the League. Nimbus has committed to underwrite the entire cost of the League as well as provide IHF with an annual fee for the development of hockey in India amounting to over Rs. 30 crores over the period of the contract OR a share of League profits, whichever is higher. | By Janees Antoo [janees(at)adgully.com]