We signed a three-year deal to be the title sponsor of the Indian Super League – the first-of-its-kind franchise-based football league India, called the ‘Hero Indian Super League’. The Indian Super League is an initiative to promote soccer in the country. As the title sponsor, we will bring the much needed professionalism and promote the game at the grassroots to help identify and promote local talent. We signed a three-year deal with the All India Football Federation (AIFF) to be the title sponsors for the Federation Cup and the I-League.
We entered into a first-of-its-kind top-level global association with golf, as the title sponsor of the World Challenge tournament hosted by the Tiger Woods Foundation at the Isleworth Golf & Country Club at Orlando. The marquee event will be called ‘Hero World Challenge’. This title sponsorship reflects our objective to showcase the Hero brand globally. Tiger Woods was the tournament host. We have brought in Tiger Woods as our global corporate partner. His fan following and charisma span geographies, age groups, languages and nationalities. We have lined up exciting campaigns to build on the core values of Hero in our global markets and Tiger is going to play an integral role in these initiatives.
We had a long association with cricket for more than two decades in various capacities – as one of the Global Partners of the International Cricket Council (ICC) and as team sponsors of Delhi Daredevils and later of Mumbai Indians teams in the Indian Premier League (IPL).
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