Buoyed by T-20 success, ADAG group to promote other sports

Buoyed by India's success in the ongoing Twenty20 cricket World Cup, the event's main sponsor Reliance Communication has decided to promote other sports apart from cricket.

"We are considering promotion and sponsorship of other sports which include beach-volleyball, hockey and some adventure sports," Reliance Communication president branding and marketing Sanjay Behl told PTI over phone.

The recent win of Indian Hockey team in the Asia Cup where they routed Korea 7-2 might have generated corporate world's interest in sponsoring hockey.

"Sports like beach-volleyball and adventure sports are something new to India and therefore need promotion to become popular here," company officials said.

"The success of the Indian cricket team, which have reached first ever Twenty20 final is a very good thing. The ADAG group is also thinking of sponsoring future cricket tournaments like one day series with Australia and is also looking forward to sponsor the 2011 World Cup to be played in the sub-continent," Behl added.

"Our association with the game goes a long way with Reliance World Cup in 1987 in which Indian team had reached semi-finals. Mahendra Singh Dhoni is our brand ambassador, who has now become captain of Indian one-day side also," he said.

"We are also sponsoring Saurashtra and Kutch cricket associations," he added.

Apart from Reliance Communication, other ADAG group companies like Reliance Capital will also sponsor and promote various sporting events, Behl added.



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