The main reasons for optimism among the HIL owners are:

1. Digital penetration: The growth of digital technology has increased access to sports entertainment, making it easier for new fans to engage with the game.
2. New generation of consumers: The owners believe that a newer generation of sports consumers, particularly Gen Z, will drive growth and popularity of the sport.
3. Expanding beyond urban areas: Hockey is popular in rural and semi-urban India, which presents an opportunity to tap into a larger audience.
4. Improved broadcasting and sponsorship deals: The league has secured a three-year broadcasting deal with Doordarshan and Sony Sports, and Hero MotoCorp will be the title sponsor for the next three years.
5. Lessons learned from previous experience: The owners believe that Hockey India has learned from its mistakes in the first iteration of the HIL and are implementing changes to ensure the league's success.

While financial expectations may differ among the owners, all share a commitment to making the HIL a success and believe that the growth opportunities lie in digital technology, new generations of fans, and expanding beyond urban areas.