Hero MotoCorp "has clinched the title sponsorship of the PGA Tour's golfing event in the biggest-ever worldwide sports sponsorship association for any Indian brand," according to Chanchai Chauhan of THE ECONOMIC TIMES. To be rechristened the Hero World Challenge, the tournament "will be hosted by the Tiger Woods Foundation."
This will be Hero MotoCorp's "biggest-to-date association with a marquee international sports event." Hero CEO Pawan Munjal called it a "big step" in Hero's global journey. Munjal: "As anyone who knows me well will attest, I have been keen to foster an association with Tiger and the Tiger Woods Foundation for many years now." The Hero World Challenge will be played between Dec. 3-7 at the Isleworth Golf & Country Club in Orlando, and "will have 17 of the PGA Tour's top players competing" for the $3.5M prize money. In terms of "sheer scale and exposure, this association surpasses all of Hero's two-decade-old association with various sporting disciplines, including the cricket World Cup" (THE ECONOMIC TIMES, 9/15).