Hero Drives the Indian Football Scene Ahead; On Boards Premier League as Presenting Sponsor for Broadcast

To understand more about this, afaqs! Reporter got in touch with Bharatendu Kabi, who leads the brand’s sports associations.

With the momentum in the Indian sports scene accelerating, brands just can’t stay off the ground. And, who would blame them; in return, the reach and loyalty via these sporting events are too lucrative to pass on. Also, the recent evolution in the slant of the brands from a predominantly cricket-playing country towards other sports, like football, badminton, kabaddi, hockey, volleyball, etc., is irrefutable.

Amidst all the ‘activewear & logos’ partnerships, India’s leading two-wheeler manufacturer Hero MotoCorp recently got on board as the Presenting Sponsor for Premier League (PL) on Star Sports Broadcast. But what caught our attention was that this isn’t the brand’s first or second or even fifth association with the sport. The brand has been playing an influential role in almost every football tournament and league in the country, as well as, a few abroad. To understand more about this, we got in touch with Bharatendu Kabi, head – corporate communications, Hero MotoCorp, who leads the brand’s sports associations. In this interaction with Debashish Chakraborty of afaqs! Reporter, he talks about Hero’s long history with football, recent association, marketing opportunities leveraging sports, its sports-dedicated CSR platform, and more.

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