In an unexpected turn of events, Hero MotoCorp, a prominent Indian two-wheeler manufacturer, has chosen not to renew its sponsorship commitment to Indian football, according to sources close to the matter.
Insiders have disclosed to Khel Now that Hero MotoCorp’s decision to withdraw from the sponsorship deal stems from internal challenges they are currently facing. This decision comes amid an ongoing Enforcement Directorate (ED) investigation related to the company. However, sources within Hero MotoCorp have clarified that this investigation is unrelated to their choice to terminate their decade-long association with Indian football.
The decision not to renew the contract with Football Sports Development Limited (FSDL), which expired at the conclusion of the 2022-23 season in May, led to the discontinuation of their football sponsorship. A source, who has requested anonymity due to the sensitive nature of the matter, emphasized that the ED investigation is separate from this sponsorship withdrawal.
Hero MotoCorp’s sponsorship played a vital role in funding Indian football for over a decade. They were the title sponsor for the Indian Super League (ISL), the premier football league in India, as well as the I-League and all other competitions organized by the All India Football Federation (AIFF). Their support also extended to various grassroots and youth development initiatives in the sport. Additionally, Hero sponsored the national teams in friendly matches within India.
The sudden departure of a major sponsor like Hero MotoCorp could have significant financial implications for football clubs, leagues, and developmental programs. The AIFF and ISL organizers now face the formidable task of securing a new title sponsor to fill the void left by Hero MotoCorp. They must act swiftly to ensure the continued growth and success of Indian football.
