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MUMBAI: ESPN STAR Sports has taken Hockey in India to a new high
with the third edition of the Premier Hockey League (PHL). The premier
broadcaster is building PHL, the premier hockey tournament in the
country, on regional pride to evoke popular support for the seven
teams in the league. After the announcement of celebrities supporting
the seven teams, PHL today announced the campaign "Garv Nahin
to Kuch Nahin" which will support certain causes for each PHL
team from the seven states. PHL will build support and will contribute
towards renaissance of sports in the state of Maharashtra.
Announcing the causes for each state, R C Venkateish, Managing
Director of ESPN Software India Pvt Ltd said, "People are passionate
about seeing their team win and this regional pride of witnessing
your team perform well will motivate them to stand up and be counted.
The "Garv Nahin to Kuch Nahin" campaigns look to highlight
the regional pride among the seven states and invoke support through
the causes that are a part of state we all live in. We plan to celebrate
January 4, 2007 as "The Pride Day" across the country
when PHL begins as a mark of passion and love for hockey and support
and encouragement for your own state team."
PHL will encourage regional support through PHL team bands that
will sold at ADIDAS outlets across the country. ESPN STAR Sports
has also tied up with the music company Sa Re Ga Ma to build a Garv
package that will be retailed at stores in the country. Fans across
the nation will also be able to download a host of features like
ring tones and wallpapers to support their favourite teams. Proceeds
from the sale of the bands, the albums and the downloadable services
will go towards the dedicated cause of the region. In Maharashtra,
the proceeds will be diverted to the sports associations and federations
as funds for the resurgence of the Maratha sports community which
boasts of an illustrious legacy in India.
This announcement follows the recent announcement by the brand
ambassadors for each team in the league, who were roped in to uplift
the team spirit and provide popular support to the teams off the
field as a part of the "Garv Nahin to Kuch Nahin" campaign.
Southern movie superstar Madhavan will throw his lot behind the
Chennai Veerans while the eternal loverboy of Bollywood Jimmy Sheirgill
roots for Sher-e-Jalandar. Likewise, VVS Laxman will back Hyderabad
Sultans, Ravi Shastri will support Maratha Warriors, Debashish Mohanty
will back Orissa Steelers while Prakash Padukone will champion the
cause of Bangalore Lions.
Speaking on the occasion Ravi Shastri said, "PHL will be the
genesis of the revival of Indian hockey and will hopefully carry
the Indian national hockey side to important victories in tournaments
abroad. I am proud to be a part of PHL cause that will look to uplift
the sports scenario in Mumbai."
Launched with an aim of reviving the glory of hockey in India,
the Premier Hockey League has already established itself as one
of the most important hockey tournaments in the world. More than
25 international players from 6 countries have taken part in the
two editions of the league so far. Commenting on the success of
PHL, RC Venkateish said, "The premier hockey league has been
a great success and has given a chance to many youngsters to groom
themselves in the early stage of their career by rubbing shoulders
with the best players in the world. The league will only become
bigger in times to come.
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