Sahara to renew sponsorship deal with Indian hockey

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Their association with cricket might have gone sour but Sahara Group is set to renew its long-term sponsorship deal with Indian hockey by signing a five-year agreement with Hockey India, the modalities of which have been worked out.

Under the agreement, expected to be signed in the next few days, the country's men's and women's hockey teams at both the senior and junior level will get the financial backing of the corporate giant till 2017.

"More or less everything has been finalised. Most probably tomorrow, the agreement would be signed. We are hoping for a deal worth between Rs 15 to 17 crore because we need more money to promote the sport," a Hockey India official told PTI on condition of anonymity.

When contacted, a top official of Sahara said the company is keen to continue its association with hockey and the picture will become clear within the next two to three days.

"Nothing has been finalised as yet. Talks are on with Hockey India and within next 2-3 days we are expecting to take a decision," Sahara India's corporate communications head, Abhijit Sarkar told PTI.

"Our sponsorship deal with Indian hockey ended last month after and Hockey India has approached us to renew the contract," he added.