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SBD Global/February 15, 2013/Marketing and Sponsorship

India's Hero MotoCorp Pulls Out Of Indian Premier League Sponsorship

Motorcycle manufacturer Hero MotoCorp "pulled out" of its Indian Premier League sponsorship on Tuesday, according to Sanjeeb Mukherjea of CNN-IBN. Hero MotoCorp "was a team sponsor" for Delhi Daredevils for the first three seasons and then of Mumbai Indians for seasons four and five. The group "has also sponsored" the World Cup and Champions Trophy in the past. In a statement, Hero said, "Our decision not to renew our central contract with IPL and with IPL team Mumbai Indians does not in any way dilute our commitment to cricket as a sport. It is the most popular game in the country, and we will continue to remain associated with the game in various forms." Hero "is the second sponsor to move out of the high-profile league" in the last few months. Real estate company DLF "quit the league as title sponsor last year." Pepsi later replaced DLF as title sponsor. Hero signed a four-year deal with the Int'l Hockey Federation to sponsor all events held in India the next four years (CNN-IBN, 2/13).
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