SPORT FIH 2

"The India-Pakistan match on the first day equalled the
TV viewership of the India-Sri Lanka cricket one-day
international matches (last year).


We did not expect a hockey
match to equal a cricket match in India. The India-Pakistan
game is expected to be the most-watched hockey event in
history after the data from Pakistan came in," said Morris.
"The main sponsors Hero Honda had also USD five million
ad-spend from the World Cup," he added.
FIH Director General Christophe Troendle said the world
body is aiming to treble its revenue in 2010-2016 and India is
the main market.
"We are looking to treble the revenue by focusing on
three things -- increasing FIH events, ours rights and
expectations, and raising the profile of FIH and the game. In
India, wee are working as joint venture with Hockey India.
That is what we want in future," he said.
Troendle said Hockey India was eager to market the game
in the country with FIH's joint partnership.
"India is eager to raise the profile of hockey by
marketing the game in partnership with FIH," he said.
FIH Communication officer Arjen Meijer said it was
natural that top FIH events are held more in countries where
the game is sold most.
"It is natural that the top FIH events are held more in
those countries where the game is marketable," he said. MORE
PTI PDS
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