Sports and sporting events connect with people over the boundaries of geographies, cultures and economies.
Through our association with sports, we reach a wide and diverse set of audiences and celebrate
‘moments and momentum’ in all aspects of life.
ASSOCIATION WITH GLOBAL GOLF EVENTS
We recognise that golf needs more innovation to attract a younger and newer generation of fans and the ‘Hero Challenge’ is an initiative in that direction. As a partner of the European Tour, we introduced the ‘Hero Challenge’ at the British Masters last year, which proved to be a resounding success. That success has encouraged us to extend and expand our partnership with the European Tour by another three years to multiple events.
The Hero Challenge marked its return this year with three editions. Firstly, at the Aberdeen Asset Management Scottish Open at Dundonald before returning to the British Masters, supported by Sky Sports at Close House; and then finished at the DP World Tour Championship at Jumeirah Golf Estates in Dubai.
European Tour players Anirban Lahiri and Shiv Kapur, as well as Asian Tour player Daniel Chopra, are Hero brand ambassadors while 14-time Major winner Tiger Woods is our Global Corporate Partner.
Hero has supported the Women’s Indian Open since 2010. It has also sponsored India’s domestic women’s professional tour.
HERO WORLD CHALLENGE – BAHAMAS
We joined hands with Tiger Woods and his Foundation to host the Hero World Challenge, an iconic invitational golf tournament. The four-day event features 18 of the world’s top ranked golfers, among them major winners and many who have also held the World No. 1 position.
The most exciting news in this year’s edition was the return of Tiger Woods, 14-time Major Champion and 5-time Hero World Challenge Champion, who chose this tournament to make his comeback.
CARIBBEAN PREMIER LEAGUE (CPL)
During FY 2016-17, we extended our Title Sponsorship of the popular ‘Hero Caribbean Premier League’ (CPL) for another three years. Hero CPL has become an eagerly awaited annual event for cricket fans not just in the Caribbean but globally.
The extension of our Title Sponsorship of the Hero CPL is also in keeping with the increasing global presence of Brand Hero.
Last year’s tournament attracted a global audience of over 90 million. This year it is set to be even higher as fans across geographies continue to be drawn to the action on the pitch and the unique party atmosphere off it.
The Hero CPL has become one of the important events in Hero’s annual global sporting calendar.
FIFA U-17 WORLD CUP INDIA 2017
We became a ‘National Supporter’ for the FIFA U-17 World Cup India 2017, which will be held across six cities in India.
Our association with the FIFA U-17 World Cup will go a long way in further popularising football across the country.
CRICKET TOUR SPONSORSHIP
Download Annual Report 2017
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