The Hindu Business Line : Corporates breaking ice with a putt

MS Ravina Raj Kohli's speech at Star News channel's inaugural Golf Cup on Saturday said it all - the sport of golf is fast turning into India Inc's much-in-demand sport to mix business with pleasure.

"We hope you will give us business," the President and CEO of Star News said to the audience - which, incidentally, comprised several Star News clients.

According to Ms Kohli, the objective of the Star News Gold Cup is to serve as a platform to reach out the channel's viewers and business partners. "We plan to make this an annual event. Next year's event will be bigger," she said.

Business fortnightly, Business Today, from the Living Media stable, has been organising private golf tournaments for some years now - which brings together several big names from the corporate world on a common platform.

According to a company official, this is the only golf tournament recognised by the PGA where the winner of the tournament gets to play in an international event. Cutting across business rivalry, Dr Prannoy Roy of NDTV has been one such winner.

Liquor companies, of course, use golf as one among various platforms for the purpose of surrogate advertising. Shaw Wallace and Seagram are two companies that routinely associate themselves with golf, through their Royal Challenge and Chivas Regal brands respectively.

While private golf tournaments are a corporate affair, such events are also promoting professional players. According to a company official, Hero Honda has been sponsoring tournaments to promote professional golfers for the last few years.

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Corporates breaking ice with a putt