A new move to decentralise activity of hockey's world governing body was brought to light by Deepak Khanolkar, director of Apekasha Cultural Organisation and Sports Association (ACOSA), a Mumbai-based consultancy and management firm working closely with the FIH and the Indian Hockey Federation (IHF).

Khanolkar has been uniquely invited in an individual capacity to the FIH Congress' Marketing and Promotion Seminar coinciding with the men's and women's World Cup at Utrecht in May. ACOSA is aspiring to be FIH's regional Group Marketing Strategist in a global thrust that is expected to take the sport into the 21st century.

Khanolkar, believes it to be a sure step towards professionalism. The focus being attracting finance, vital to enhance the profile of the sport.

He says: ``There is money that can be tapped in a professional approach by presenting the sport in a propermanner.''

While the basic concept is old hat for established sports such as soccer, tennis and even cricket, the FIH have realised that the secret to success lies in the heritage the sport enjoys in India and Pakistan.While the FIH plan to use proven tools towards promotion and development -- that of television -- they intend laying the basework by boosting communication with the communities of their affiliated units all over the world. Special emphasis would be laid on India and Pakistan.

The FIH have sold televising rights of all its international matches to API (Allan Pascoe International), a British television network. The deal promises to give the sport much exposure on the small screen along with much-needed finance.

In recent times, the FIH have relaxed its stubborn stance on advertising. Now the sight of logos on players' kit and apparel signify the need to tap such sources of revenue.

Television, however, is only a means to an end. A source of revenue to make available precious funds fordevelopment and promotion.Much of the FIH's urgent promotional efforts comes after the the World Hockey Series was put on the back-burner because of insufficient sponsorship.

The degree of promotion and development that the game can enjoy hinges largely on world-wide communication between the FIH and its member associations.According to Khanolkar, nothing else could serve better than by involving local people. ``Of prime importance is the need to get locals involved in such a think-tank. People who understand the psyche of local bodies besides being aware of the pecularities of the land,'' he explained.

A first step would be setting up of information centres that would help anyone -- from administrator to afficionado -- who needed to know more about the sport but didn't know whom to ask.

Khanolkar elaborates: ``the FIH headquarters in Brussels are a world away, especially for us in India.''

``So how does one easily access literature, video cassettes or the latest trends in the game be it the rules,umpires, coaching, equipment, artificial surfaces or future programmes?

``Local info centres could change this. Among the many benefits that such a scenario promises are global job shops. It would be a boon to players, especially in light of the many professional contracts signed in recent times.'' Khanolkar added.