To read this content please select one of the options below:

Hockey India league: remnants of India’s long lost glory

Bikramjit Rishi (Department of Marketing, Institute of Management Technology, Ghaziabad, India)
Neil Sabnis (Adidas India Marketing Private Limited, Gurgaon, India)
Sayani Bagchi (Department of Sales and Marketing, Britannia Industries Limited, Bangalore, India)

Publication date: 19 June 2017


Subject area

Marketing management, Sports marketing.

Study level/applicability

The case is targeted at students of postgraduate and undergraduate programmes in business administration, specialising in marketing management/sports marketing.

Case overview

The Hockey India League (HIL) failed to make its mark. After the grand success of the Indian Premier League in India, there were hopes afloat for the HIL to follow suit. However, while the Pro Kabaddi League and the Premier Badminton League received much appreciation from a devout audience, the HIL did not quite live up to its expectations. With its evident failure for two consecutive seasons, investor sentiments were at an all-time low and most stakeholders wanted to back out. The future of the HIL now hangs in the balance, with the uncertainty of whether it should be shut down or given one more chance.

Expected learning outcomes

The participants are required to understand the Indian sports environment and the factors that play a major role in making a sport not only popular but also lucrative from the point of view of the investors. They will be called upon to improvise on the existing format of a sport, making it more attractive to the audience. Through such an exercise, they will understand how strategic changes to basic game formats can impact its success or failure. The case will encourage participants to think about viable business models for the revival of different types of sport.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 8: Marketing.



Rishi, B., Sabnis, N. and Bagchi, S. (2017), "Hockey India league: remnants of India’s long lost glory", , Vol. 7 No. 2.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

Related articles