MUMBAI: One brand that is looking at a variety of sports in addition to cricket is Hero Honda. The company is the title sponsor of the Hockey World Cup that kicks off next month.
 
ESPN Star Sports (ESS) has roped in Hero Honda as an associate sponsor for the soccer World Cup. The event takes place from 11 June - 11 July 2010 in South Africa.
 
A media buyer says that a host of other brands like LG and HP are in discussions with the broadcaster.

As had been reported earlier by Indiantelevision.com Vodafone has come on board as a co-sponsor while Nokia is an associate sponsor.
 
ESS is now looking for one more co-sponsor and four more associate sponsors. The co-sponsors will shell out between Rs 80- Rs 100 million, says the media buyer. The associate sponsors will shell out between Rs 40 - 60 million.

South Africa Tourism has already started running spots on ESS urging fans to travel there. The country is no doubt counting on the fact that it held a successful Indian Premier League (IPL) last year to hook Indian visitors.