Page 42 - CONNECT 2023-24

Reviving Hockey in India
The Power of Marketing
Introduction
Once the pride of India, hockey has faced
a decline in popularity over the years, and
marketing has played a vital role in this
transformation. This article discusses how
marketing can
influence the fate of a sport like hockey in
India and suggests some straightforward
strategies to boost its appeal.
The Glorious History
Hockey has a deep-rooted history in India,
with a legacy that dates back to the early 20th
century. It used to be a symbol of national
pride and brought numerous Olympic gold
medals and World Cup victories to the
country.
The Role of Marketing
The lack of effective marketing has
contributed significantly to the decline of
hockey in India. Unlike cricket, which has
enjoyed widespread attention, hockey has
struggled to engage with the masses. Here’s
why marketing is essential:
1.Visibility: Cricket is everywhere, from TV
to ads. Hockey, on the other hand, has
less visibility. More televised matches and
marketing efforts are needed.
2.Youth Engagement: Cricket appeals to
the youth with its excitement and glamour.
Hockey needs to make itself appealing to
young fans, and marketing can help with
that.
3.Sponsorships: Sponsors provide funding
for sports. Effective marketing can attract
sponsors and lead to better facilities and
investment in hockey.
Marketing Ideas for Hockey
To make hockey India’s favourite sport again,
here are some simple marketing ideas:
1.Online Presence: Create an official website
and use social media platforms to reach
fans. Regular updates, interactive content,
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and behind-the-scenes access can
generate interest.
2.Youth Programs: Invest in programs to find
and nurture young talent. Promote success
stories of aspiring players through marketing
campaigns.
3. Local Leagues: Develop local hockey
leagues to build a strong domestic structure.
These leagues can engage the local
community and generate support.
4. National Hockey League Model: Consider
a franchise-based system, similar to the
NHL, to create regional loyalties, excitement,
and competition.
5. Celebrate Legends: Pay tribute to legendary
hockey players through documentaries and
marketing campaigns. Their stories can
inspire the younger generation.
6. School and College Integration:
Collaborate with educational institutions
to introduce hockey into the curriculum.
Organize school and college tournaments.
7. Marketing Partnerships: Partner with
marketing agencies to revamp hockey’s
image and attract investment.
8. Celebrity Endorsements: Involve popular
celebrities and athletes to endorse hockey.
This can attract a wider audience.
9. Fan Engagement: Include fans in decision-
making processes, such as team names and
mascots, to create a sense of belonging.
10. Multilingual Coverage: Offer content in
various languages to make hockey more
accessible to people from different regions.
Conclusion
Hockey can regain its lost glory in India with
effective marketing. A united effort from
sports authorities, sponsors, media, and
fans is crucial to bring hockey back into
the spotlight. Through simple marketing
strategies, India can rekindle its love for
hockey and celebrate the history and future
of this beloved sport.