New Delhi: India contributed a major chunk
of revenue earned by the International Hockey Federation and
the ongoing World Cup here is commercially a huge success, the
FIH said on Wednesday.
At the FIH media summit here, Marketing Manager of the
world body Steven Morris revealed that India has been the top
revenue contributor, mainly from television, while top hockey
countries like Germany, Australia and Pakistan fared very
poorly in this aspect.
"Most of FIH revenue come from very few countries.
India`s contribution in revenue is more than 50 per cent than
second-placed the Netherlands. Malaysia, Argentina and USA
also contribute," Morris said.
"In countries like Pakistan, Spain, China, Australia, New
Zealand, United Kingdom, South Africa, Singapore and Middle
East, it is difficult to sale hockey on television," he said.
He said looking at the commercial success of the
tournament, India would be an integral part of FIH`s effort to
lift the profile of hockey in the world.
"It is a challenge to administrators how to market hockey
in India. Commercially, India is a huge market for hockey and
the World Cup a huge success. India will have to be an
integral part of any future FIH plans to lift the profile of
the game," he said.
"The India-Pakistan match on the first day equalled the
TV viewership of the India-Sri Lanka cricket one-day
international matches (last year). We did not expect a hockey
match to equal a cricket match in India. The India-Pakistan
game is expected to be the most-watched hockey event in
history after the data from Pakistan came in," said Morris.
"The main sponsors Hero Honda had also USD five million
ad-spend from the World Cup," he added.
FIH Director General Christophe Troendle said the world
body is aiming to treble its revenue in 2010-2016 and India is
the main market.
"We are looking to treble the revenue by focusing on
three things -- increasing FIH events, ours rights and
expectations, and raising the profile of FIH and the game. In
India, wee are working as joint venture with Hockey India.
That is what we want in future," he said.
Troendle said Hockey India was eager to market the game
in the country with FIH`s joint partnership.
"India is eager to raise the profile of hockey by
marketing the game in partnership with FIH," he said.
FIH Communication officer Arjen Meijer said it was
natural that top FIH events are held more in countries where
the game is sold most.
"It is natural that the top FIH events are held more in
those countries where the game is marketable," he said.
FIH Executive member Aaron Sher said the world body was
working to reformulate the calendar which would give some top
events a fixed time slot like in other sports.
"We did not have any top FIH event between the Beijing
Olympics (August 2008) and Champions Trophy in Australia (in
December 2009). We need to have more FIH events and at the
same time need to give a fixed time slot, like the Wimbledon
Championships which is held every August," he said.
Aaron, who is also the FIH Communication and Information
Technology Committee chairman, said nothing has been finalised
yet regarding the proposed World Hockey Series.
"It is just in the discussion stage and nothing has been
finalised. It will be discussed in the Executive Board meeting
on March 14-15," he said.
If materialised, the World Hockey Series (stage 3 and 4)
will be among the top FIH events besides the World Cup,
Champions Trophy and Indoor World Cup.
The FIH second tier events are World Cup and Olympic
qualifiers, Champions Challenge I and II and World Hockey
Series 1 and 2.
PTI