The Star India broadcast subsidiary of media company 21st Century Fox has signed an eight-year strategic partnership with the International Hockey Federation (FIH) in a deal running from January 2015 to December 2022.
The partnership, which aims to improve the production of international hockey and extend the sport’s reach worldwide, grants pay-television broadcaster Star Sports host broadcaster rights for key FIH events both in India and throughout the world.
As part of the deal, Star Sports has acquired global media rights for all territories, excluding Argentina. Through its network of international affiliates and other national broadcasters, FIH content will be distributed to over 200 countries. During the period of the deal, FIH will look to host a major event in India each year.
The FIH recently introduced a strong focus on digital engagement, branding and promotion of events to improve the spectator experience. The federation said making the television coverage more entertaining and compelling is fundamental to achieving this goal, with FIH chief executive Kelly Fairweather describing the Star India partnership as a “game changer” for the sport.
Nitin Kukreja, head of sports business at Star India, added: “The partnership ties-in well with our overall vision of promoting sports culture in India. Hockey is a priority sport for us and we believe that hosting an international event each year, which is produced innovatively, will significantly boost the popularity of hockey in India. The sport has a glorious heritage in India and we believe that it has a tremendous future. We will work closely with FIH and invest in production to ensure that hockey reaches its full potential. As we have done with HIL (Hockey India League), we will aim to innovate and create an exciting visual spectacle for international viewers.”