The Stick Has Got The Carrot

Originally published in the Financial Express, August 11^th 2009.

Last week, Hero Honda was announced as the title sponsor of the Hockey World Cup. This could be the beginning of a big change in India's sports industry. The separation between cricket and others may finally get reduced.

Hero Honda, a widely respected industry leader synonymous with sponsoring sporting events and athletes and doing this perhaps more consistently than any other corporate house, also didn't close the option of sponsoring the Indian hockey team open. So, the demonstration effect could be even bigger over the next few months. There are financial benefits for sponsors and, from a legal standpoint, it is simply easier to maneuver contract negotiations to one's favor when dealing with sports other than cricket.