The relationship started at the 2010 FIH World Cup in India where Hero first had the vision to rejuvenate hockey in India. They took the title partner position for the event and did significant event activation which was essential for the success of the tournament.

The success of the 2010 FIH World Cup led to the renaissance of hockey in India and a commitment from Hero to support regular FIH events as title partner.

This growth in hockey in India set the stage for another great long-term partnership to begin with Star Sports.

Hero shares our vision for hockey’s global growth and as well as taking title positions for India events they also took leadership positions at the 2014 FIH World Cup and this year’s Hockey World League Semi-Final in Antwerp.

Hero has provided the title sponsorship for numerous FIH flagship events, including the men’s Hockey World Cup 2010, Hero Hockey Junior World Cup 2013 and the inaugural men’s Hero Hockey World League Final 2014, which were all held in New Delhi, India. They were also title sponsor of the men’s Hero Champions Trophy in Bhubaneswar, India later in 2014 and will be the title sponsor for the upcoming men's Hero Hockey World League Final in December 2015 in Raipur, India.

Mr. Pawan Munjal, Chairman, Managing Director and CEO, Hero MotoCorp, is personally committed to hockey’s growth. He said: "Hockey is one of the most popular sports with large fan following in various parts of the world. As a global brand with presence in as many as 24 countries across Asia, Africa and Latin America, Hero’s association with FIH is an ideal partnership to promote the sport across the world.”