Around 20 months ago, when the international hockey federation (IHF) endorsed the suspension of the Indian Hockey Federation and insisted on setting up Hockey India, the aim was to have an easily recognisable name that could be developed into a brand.
The World Cup provides the mandarins yet another chance to promote the game, say former India players.
“They have to end infighting and elect a new body, put in place a good marketing plan and develop the game at all levels. Because of the politics, hockey has come to such a state where honest people don’t want to get associated with its administration. “The World Cup is a great chance for hockey officials to promote the game,” said Olympian Mohammed Shahid.
A long-term development plan is absolutely necessary. A few years ago the FIH had started Project Promoting Indian Hockey. Though some suggestions made in the project were implemented, it was a superficial study and is currently suspended. Hockey India needs to conduct another broad-based study and implement it.
“The World Cup is godsend and we should utilise it properly. If the team performs well, it will help generate more goodwill for hockey,” said another Olympian Mukesh Kumar.
According to Joaquim Carvalho cricket is successful because of proper marketing and planning.