Big Is Back Hockey India League rolls out high energy comeback campaign

Hockey India has unveiled the official promo for the upcoming Hero Hockey India League season, introducing a bold new brand line Big Is Back that signals its ambition to scale up on every front. The campaign positions the league return as a cinematic, high energy experience designed to reconnect with fans and bring hockey firmly back into the centre of the sports calendar.

The creative direction leans into the sport natural intensity and athleticism while highlighting hockey deep emotional and cultural pull in India. With the new line, the league is making a clear statement that it is not just returning, it is returning at a larger scale with more creativity and a sharper focus on fan engagement.

 

 

 

 

 

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HIL comeback in 2024 already marked a major resurgence. Backed by partners Prasar Bharati and Sony Sports Network, the league achieved a cumulative reach of forty point eight million viewers, a forty eight per cent jump over the 2017 season. The men final drew three point zero seven million viewers, while the most watched women match hit two point nine two million. Internationally, the league reached more than five million viewers across eighteen hockey playing nations through television and over the top platforms.

On social media, HIL content has also been in strong form, crossing one billion views across Facebook, Instagram and X on more than three thousand pieces of content.

The new season campaign builds on that momentum with a full funnel marketing approach aimed at making the league difficult to miss. Animated films bring each franchise city to life, large format outdoor installations build anticipation in key markets, and a robust media presence across radio, television and streaming platforms reinforces reach.

A refreshed social media strategy will focus on daily storytelling, behind the scenes footage, player led content, reel friendly edits and influencer led conversations, designed to keep fan interest alive between match days and deepen the emotional connection with teams.

Hero Hockey India League governing committee chairperson Dr Dilip Tirkey said the promo launch officially starts the countdown to a bigger edition.

“With the launch of the promo today, the countdown for the new season of the Hero Hockey India League has officially begun, and it will be bigger than ever. HIL has played a crucial role in the growth of Indian hockey, and it means a great deal to both players and fans. With this strong marketing push, we aim to take hockey to more people and inspire the next generation,” he said.

Governing committee member Bhola Nath Singh added that the goal is to make the league exciting and easy to connect with. “This campaign brings fresh energy to the sport and promises an experience that supporters will genuinely enjoy. The excitement around the league is building once again, and we are ready for it,” he said.

The upcoming season will see the league double down on scale, innovation and emotion, with a clear intent to reach new audiences and re energise existing fans.

The Women League will be held in Ranchi from 28 December 2025 to 10 January 2026, while the Men League will run from 3 to 26 January 2026 across Chennai, Ranchi and Bhubaneswar, extending hockey presence across multiple key cities as the league writes its next chapter.

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