STAR Sports Inks Long-Term Broadcast Deal with FIH

The International Hockey Federation (FIH) have signed an eight-year broadcast deal with Indian sports network STAR Sports. 

The long-term deal will run from January 2015 to December 2022.

STAR Sports will be the host broadcaster for key FIH events both in India and throughout the world and will be responsible for ensuring consistent and high level production.

FIH recently introduced a strong focus on digital engagement, branding and promotion of events to improve the spectator experience. Making the television coverage more entertaining and compelling is fundamental to achieving this goal.

Last year, STAR Sports partnered with Hockey India to launch the pioneering Hockey India League (HIL). STAR Sports showcased hockey in a completely new way, offering a TV experience relevant to the youth market. In its first season, HIL was broadcast in more than 80 territories across the globe. During the period of the deal, FIH will look to host a major event in India each year.

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, content will be distributed to over 200 countries, reaching billions of sports fans taking hockey’s global viewing audience to unprecedented levels.

Leandro Negre, President of the International Hockey Federation, said: “This partnership is an incredibly important and exciting development for international hockey. Our vision is to entertain and inspire a global movement of hockey fans and players and STAR Sports is an industry leader when it comes to significantly increasing the reach and popularity of sport.

“Not only will STAR Sports promote hockey worldwide between Olympic Games’ cycles, which is incredibly important to sustaining interest in hockey, but it will make our sport much more interactive and entertaining. STAR’s ability to deliver immersive, engaging and captivating coverage will draw new young audiences towards hockey. We look forward to working together to truly grow the popularity of hockey.”

Nitin Kukreja, Head of Sports Business, STAR India, said: “We are delighted to be FIH’s global production, host broadcast and distribution partner. The partnership ties-in well with our overall vision of promoting sports culture in India. Hockey is a priority sport for us and we are thrilled that India will host one key event every year during the eight year term. 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.”