Campaign India Team
May 08, 2024

Coca-Cola India backs women’s hockey in new CSR initiative

The brand has committed to providing specialised training, nutrition, and equipment to women hockey players at the domestic league level.

Coca-Cola India backs women’s hockey in new CSR initiative

Coca-Cola India's corporate social responsibility (CSR) arm, Anandana, has announced its first-ever partnership with Hockey India for the National Women's Hockey League 2024 tournament.

With this initiative, Coca-Cola has aligned its long-standing association with hockey—having supported men's hockey at various levels—with its commitment to celebrate, uplift, and support women as part of its #SheTheDifference campaign.

This three-year association underscores Coca-Cola India’s dedication to sports, particularly at the grassroots level. "We see the National Women's Hockey League as a strong feeder system for the national team," said Rajiv Gupta, director of The Coca-Cola India Foundation. Through Anandana, the company aims to elevate women's hockey by providing specialized coaching, training equipment, nutritional support, and organizing camps and tournaments to foster growth.

Sporting Ethos is the implementation partner of the program.

The National Women's Hockey League features teams that secured the top eight positions in the recently concluded 14th Hockey India Senior Women National Championship 2024 in Pune. The participating athletes represent various states including Haryana, Maharashtra, Jharkhand, Madhya Pradesh, Bengal, Mizoram, Manipur, and Odisha.

The first phase of the tournament commenced on 30 April and will conclude on 9 May 2024, in Ranchi, Jharkhand.

Campaign India

Related Articles

Just Published

19 hours ago

Kondurkar Studio responds to ideation controversy ...

The studio credited for the ideation behind the Cannes Lion-winning 'The Steel of India' film claims it is being unfairly targeted for criticism over Wieden + Kennedy's claims to be the originator of the work.

20 hours ago

South Asia Agency of the Year Awards 2024

Celebrating your excellence at Agency of the Year

21 hours ago

Birla Opus' feel-good animated film paints a new ...

‘Make Life Beautiful!' features an animated colourless world, made vibrant by a kid who beautifies spaces with his magical touch

22 hours ago

MasterChow takes retail route as it aims for higher ...

The D2C brand is working on an omni-channel approach, has increased marketing spends by 20% and is aiming to pick 10% Indian market share over the next few years.