The first day of the Hockey India League (HIL) men’s competition should have been a celebration.
The league once seen as the commercial and cultural heartbeat of Indian hockey was expected to rekindle memories, revive fan interest, and remind the country of a sport that has given it Olympic glory and global respect.
Instead, the opening day raised an uncomfortable question: where are the fans?
What made the sight even more alarming was the fact that tickets were free. Yet, the stands remained sparsely populated, with long stretches of empty seats telling a story more powerful than any scoreline. This was not just about attendance; it was about relevance, visibility, and connection. When a league struggles to draw crowds even with free entry, it points to deeper structural and strategic issues.
Hockey in India was once marketed with ambition and imagination. Fifteen years ago, during the era of players like Dhanraj Pillay, Viren Rasquinha, and Adrian D’Souza, the sport carried a distinct identity. Players were recognizable, narratives were built around rivalries, and fans knew when and where the national team or key tournaments were playing. Hockey mattered in the public conversation. Today, that buzz feels distant.
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What is perhaps most painful is that this decline in visibility is not because of a lack of success. Indian hockey has enjoyed a resurgence at the international level, with Olympic medals, consistent performances, and a renewed respect on the global stage. And yet, the domestic league the very platform meant to capitalize on that success is struggling to pull people through the gates.
The choice of host venue has also invited scrutiny. Tamil Nadu, despite its sporting culture, has never been a traditional hockey stronghold in terms of live fan attendance. States like Odisha and Jharkhand have repeatedly shown that hockey, when brought to the right audience, can fill stadiums and create atmosphere. Odisha’s embrace of hockey through grassroots support, international tournaments, and packed stands offers a clear template. Cities like Mumbai or Bengaluru, with stronger media ecosystems and larger urban sports-following audiences, could also have been more viable options.
Beyond geography, the bigger issue is marketing or the lack of it. Hardly anyone seems to know that the Hockey India League is happening. There has been minimal buzz on the streets, limited digital storytelling around teams and players, and very little effort to build anticipation beyond official announcements. In an era where sports consumption is driven by social media, short-form video, and constant engagement, hockey has fallen behind. Even Indian football, despite its own struggles with attendance, has managed to create stronger narratives around leagues and clubs.
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This situation is heartbreaking for many who care deeply about the sport. Hockey is not just another game in India’s sporting landscape; it is history, pride, and identity. Seeing it played in near-empty stadiums hurts because it reflects missed opportunities rather than lack of potential.
The reality is simple: it will take time to bring fans back. Followers of the sport will not return overnight. Hockey India and its partners need to invest consistently in promotion, storytelling, and grassroots fan engagement. Schools, colleges, local communities, and regional pride must be woven into the league’s identity. Players need to be visible beyond match days. Teams need personalities, not just lineups.
Ultimately, as harsh as it sounds, effort alone will not be enough.
Results matter. World Cups must be challenged for.
Olympic gold must be chased relentlessly. Success at the highest level still has the power to cut through apathy. But even that success needs to be marketed with intent.
Mehnat karni padegi. Sirf turf par nahi, presentation aur promotion mein bhi.
Hockey deserves better—and Indian fans deserve to fall in love with it again.
