3 February 2023

The Welsh senior men’s hockey team’s first qualification for the FIH World Cup was an historic achievement. Hosted in Bhubaneswar and Rourkela, India, in January 2023, the World Cup presented an excellent opportunity for Global Wales to promote Welsh universities and colleges in one of our key international markets.  

Global Wales agreed a partnership to promote the Study in Wales brand through sponsorship of Hockey Wales on its World Cup journey which saw the Study in Wales logo appear on the front of the players’ shirts during the tournament, and placement of Study in Wales as a key partner in marketing and communications activities.  

The Global Wales and Hockey Wales partnership is driven by the shared desire to inspire change, and both organisations fully support promoting Wales as a country that has a strong focus on equality, diversity, and inclusion. 

During the group stage of the tournament Wales faced England, Spain, and hosts, India. Then going on to play France and Argentina in further matches which decided Wales’ overall placing of 11th in the tournament.    

To mark Wales’ participation in the tournament, a series of videos was produced  featuring members of the team talking about their experiences studying at Welsh universities, and how proud they are to be representing Wales. The videos were shared on social media in a collaborative approach with key stakeholders including the Welsh Government, Wales.com, and Hockey Wales.  

To wish the team well, before the first match began, we produced a good luck video with messages from students across Wales’ universities and colleges, as well as some well-known faces from Welsh sport including Baroness Tanni Grey-Thompson, Rob Page, Jess Fishlock, Rhian Edmonds; as well as Dawn Bowden MS, Welsh Government Deputy Minister for Arts and Sport.  

Celebrating Hockey Wales’ achievement reaching the World Cup, Global Wales featured this content on its Study in Wales website which included the video series and blog content that ties together higher and further education with sport and student experiences. 

A photo of the visit to KIIT International School.

Whilst in Bhubaneshwar, to help raise awareness of Wales as a study destination, Global Wales organised a school event with Hockey Wales, the Welsh Government, and the British Deputy High Commission in Kolkata. Hosted at KIIT International School, over 7000 students from 40 schools across the region heard Global Wales speak on the benefits of studying in Welsh universities and colleges. The students then had the opportunity to practice hockey skills with the team. This event was covered in both Wales, with ITV News and Wales 247, as well as Indian newspapers such as the Times of India and Orissa Post.  

Global Wales’ Market Development Manager for India, Harish Lokhun, and Head of Markets and Operations, Laura Fergusson, were in market during the tournament meeting key stakeholders in Bangalore, including potential partners C-Camp and Base University, and connected with the British High Commission in India. Both Harish and Laura were also representing Global Wales and facilitating events for Study in Wales with the Wales men’s senior hockey team.  

Study in Wales activity received significant media attention through proactive press releases in India, which were published in over 120 online publications and two print publications, resulting in 85 billion opportunities to see the content.  

This partnership has given Global Wales the opportunity to showcase Wales’ international education offering to a key recruitment market through an engaging medium. Global Wales is very grateful to the men’s senior hockey team, and the wider Hockey Wales team for their collaboration throughout this period.  

At the PCRA Dare awards, Study in Wales’ partnership with Hockey Wales and Cowshed during the FIH World Cup won two awards for Best Launch and Media Relations.