The JSW Group, the Indian conglomerate with businesses in the steel, energy, cement, and infrastructure sectors, has become a global sponsor of field hockey's FIH governing body.
Through a multi-year agreement unveiled today, JSW becomes a major commercial partner of the FIH, with India being field hockey's biggest market.
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The tie-up has been announced just before the start of the 2026 FIH Hockey World Cup, which will be held across Belgium and the Netherlands between August 13 and August 30.
This is far from JSW's first involvement as a field hockey sponsor, as it was a partner of the previous FIH Men's Hockey World Cup, held in India in early 2023.
Last November, the FIH announced a commercial partnership with the Sportfive international marketing agency.
This was struck specifically with the aim of bringing in brand partners for the World Cup.
In addition, JSW actually owns a team – the Soorma Hockey Club – which plays in the Hockey India League.
In terms of recent FIH World Cup news, earlier this month, UK free-to-air commercial broadcaster Channel 4 announced it would showcase all matches at that tournament from the UK's representatives.
Channel 4 will broadcast all England, Scotland, and Wales fixtures.
