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Hero furthers hockey backing with Champions Trophy deals

Indian motorcycle manufacturer Hero MotoCorp has stepped up its backing of hockey by agreeing a deal with the International Hockey Federation (FIH) to sponsor the body’s 2016 Champions Trophy national team events.

Hero has been named the title sponsor of the men’s tournament, which will officially be named the Hero Hockey Champions Trophy 2016. The event will take place at London’s Lee Valley Hockey and Tennis Centre from June 10-17.

The company will also serve as a lead partner of the women’s event, which will be held at the same venue from June 18-26.

Hero has a long-standing relationship with the FIH, having partnered with the body on a number of events over the years. The latest agreement ties in with the FIH’s 10-year Hockey Revolution development plan, which aims to increase participation in, and raise the profile of, the sport around the world.

“Hockey continues to be among the most popular sports in various parts of the world, and Hero has been a constant partner of FIH in hosting marquee hockey events across the globe,” Pawan Munjal, chairman, managing director and chief executive of Hero, said. “Our title sponsorship of the Hero Hockey Champions Trophy 2016 is also in keeping with the increasing global footprint of Brand Hero, which is now present in 30 countries across Asia, Africa and South and Central America.”

FIH chief executive Kelly Fairweather added: “The event is going to be watched by a global audience, with over 2,000 hours of TV coverage being broadcast to more countries than ever before. This is yet another important partnership facilitated by FIH as we continue to drive the marketing and commercial value of hockey as our sport continues to grow.”