MUMBAI: The Hockey India League, promoted by Hockey India (HI) with the backing of International Hockey Federation (FIH), is slowly gaining momentum as the organisers look to kick-off the first edition in January next year.

HI, the governing body of Hockey in India, has roped in ESPN Star Sports as the broadcast partner for HIL in a five-year deal. Besides, the broadcast rights for the league, ESS has also bagged the rights for international hockey matches played in India for a period of five years.

Earlier, business conglomerate Sahara Indian Pariwar had announced that it has taken the franchise rights for the Lucknow team. Sahara is also the shirt sponsor of the Indian men?s and women?s hockey team forking out Rs 400 million for a five-year deal that runs till 2017.

ESS has, thus, renewed its association with Hockey, a sport which it tried to reinvigorate as far back as 2005 with Premier League Hockey, which died a premature death since it could not get the right business model.

While refusing to divulge any details, HI secretary general Narinder Batra said the association along with its marketing partner Twenty First Century Media approached all major broadcasters.

It is believed that Ten Sports was also in the fray for the rights.

"We approached all key players in sports broadcasting. However, ESPN Star Sports gave us the best deal. Therefore, we decided to work with them," Batra told Indiantelevision.com.

Neo Sports, the sports broadcasting arm of Nimbus Communications, was not in fray as its parent company Nimbus is the co-promoter of World Series Hockey, a franchise-based league that has often been termed as a rebel league.

The world hockey governing body has approved the league and has given a window so that international players will be available. The league will comprise six franchise hockey teams and will feature 33 hockey matches to be played in prime time in state-of-the-art stadia across the country.

All teams will play each other on a home and away basis (30 league matches) followed by two semifinals and the final. ESS also has the global broadcast rights to telecast at least five international hockey test matches every year under Hockey India to be played in India for the next five years. The number of matches that India will play against international opposition could go up depending on the finalisation of the series schedule.

"The proposed league (HIL) will be the biggest initiative that hockey has ever seen in India. We have been working out the details for months now and I am glad to announce that things are quickly falling into place. I am confident that our partners ESPN Star Sports will help us deliver a flawless world class product," added Batra.

ESS MD Peter Hutton is believed to be instrumental in getting the deal through since he has been key follower of the game and sees huge potential in the sport.

Hutton was part of the FIH?s marketing committee, which advised the world body on ways to promote Hockey and generate revenues. Incidentally, Hutton is also believed to have been a key force in doing the deal with FIH when he was in Taj Television, which runs Ten Sports.

Ten Sports, which began its partnership with FIH in 2005, holds the broadcast rights for all FIH events in Indian subcontinent till 2014.

"Hockey is close to our heart and we will drive all our efforts to make this league a success. We are also delighted to have all international hockey test matches under Hockey India to be played in India on our networks for a five year period. I look forward to some memorable occasions and a new era for Indian hockey," said Hutton.

The developments at HIL will have implications for Indian Hockey Federation?s World Series Hockey, which held its first edition earlier this year. The eight team tournament got off to a decent start despite mounting pressure from FIH and HI, who did not want the league to take off.

IHF president RK Shetty, meanwhile, brushed aside suggestions that HIL will kill WSH. "We have nothing to worry about their (Hockey India) league, if they are doing this, it?s good for the game. It will open more opportunities for players. As far as we are concerned, we are looking forward to the second edition of World Series Hockey," Shetty asserted.

Can two leagues co-exist?

Wizcraft, the owner of WSH?s Delhi franchise, is optimistic about the league format. Says director Sabbas Joseph, "Not enough is done for hockey. If more promotions are done, it will grow the sport?s visibility and more sponsorship revenue will come in. If we see an opportunity, then we would like to take part in this league as well. More people and companies getting active in hockey will increase the excitement around the sport. I think that hockey is big enough to support two leagues."

He adds that a certain amount of rivalry between the two leagues would be healthy as long as the sport grows. The key is that the conflict between hockey India and IHF should be resolved.

However, Maxus business head Jigar Rambhia is quite certain that only one league will eventually survive. "The sport is not that big in India as this stage. To further divide it by having two leagues is not good for anybody. Next year will give us an idea as to which is the stronger of the two leagues. Two leagues also gives rise to confusion as to which league is official."

Nambiar also thinks that the success of hockey leagues in India will depend upon how India fares at the Olympic Games. "If the team does well, then advertiser interest will pick up.People do follow hockey, although this is not always reflected in the numbers," he says.