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Star Network said in a statement, "Star has made a commitment of more than Rs 20,000 crore into the sports business. The investment is being used to fuel expansion of sports coverage in the country and to build exciting new leagues, including the Indian Super League in football, the Hockey India League and the Indian Badminton League."
Gayatri Yadav, EVP, marketing, Star India, said, “Our aim is to make Star Sports one of the most iconic sports brands in the world. The campaign is based on a core insight that consumers are searching for hero moments in their life. The mission is to bring the fan closer to heroes than ever before. Our aim is to inspire the hero in you."
STAR India CEO Uday Shankar said: "Cricket is too big to be confined to just one channel. Today, we are redoubling our efforts to showcase the best of Indian and international cricket to the sports fan. The new brand is also about showcasing our commitment to other sports."