By Mark Baber
January 2 – Hero MotoCorp Ltd, the world’s biggest bicycle and motorbike manufacturer, is in still in negotiation over the terms of a three-year deal to be the title sponsors for the All India Football Federation (AIFF) Federation Cup and the I-League – although the deal was announced last week.
Pawan Munjal, the Hero Motocorp’s CEO, said: “Football is not just the world’s most popular game, it has today become a phenomenon sweeping across continents. Like every other part of the world, India is also in the grip of this magic called football as millions of youngsters across the country are taking to the game with enthusiasm.
“Having been the title sponsor of the Hero Indian Super League, we are now taking the next logical step of becoming the title sponsor of the much-followed Federation Cup and the I-League.”
Kushal Das, AIFF general secretary, said: “I am really happy that Hero is supporting Indian football and is now the title sponsor of both the Federation Cup and the I-League. After the grand success of the Indian Super League, it is indeed heartening to see them extend wholehearted support to the premier League and cup competition of the country.
“I am sure that this collaboration will help Indian Football scale new heights in the days to come.
In response to queries from India’s Stock Exchange, Hero (originally formed as a joint-venture with Honda in 1984 before the Japanese manufacturer was recently bought out by the Indian partners) stated; “We wish to inform you that this announcement was not made by the Company but made by All India Football Federation (AIFF). However we wish to confirm that the Company has agreed to become the Title Sponsor of both the Federation Cup (FC) and the I League (IL). The details of the arrangement are under negotiation and no agreement have been executed as yet between the parties.
“We further would like to inform you that this sponsorship is a normal routine sales promotion activity of the company and in our opinion there is nothing significant or price sensitiveness in this.”
Hero’s phenomenal growth in India has been boosted by sports sponsorships in cricket, hockey, golf and motorcycle racing. The company is the title sponsor of the recently set up Indian Super League and a sponsorship of the I League and Federation Cup should provide football in India with a major boost.
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