Kolkata, Sept 1 (IBNS) Coca-Cola India today announced its partnership with the All India Football Federation (AIFF) for the 32nd Sub Junior National Football Championship for the Mir Iqbal Hussain Trophy, a grassroots level championship, to discover promising young footballers for the Under-16 Indian football team 2010.

The partnership was announced by Atul Singh, President & CEO, Coca-Cola India along with Alberto Colaco, General Secretary, AIFF. Also present at the event to encourage young footballers were Robert D. Houghton (Bob), Chief Coach, Indian National Football team, Baichung Bhutia, Captain Indian National Football team and player Sunil Chetri.

In his message announcing the partnership, Shri Praful Patel, Union Minister for Civil Aviation and President-in-Charge, AlI India Football Federation (AIFF), said, “India is a country with one of the youngest population in the world. A vibrant sporting culture and enthusiasm for sports is therefore an obvious corollary to it. At AIFF, it is our endeavor to harness this strength by channelizing the interest of the country’s youth towards football. We are working towards providing the right infrastructure and training facilities to the youth and our partnership with Coca-Cola India is a boost to our plans. I complement Coca-Cola India for focusing its resources for the glory of Indian football.”

The Coca-Cola Mir Iqbal Hussain Trophy is a grass root level football initiative to discover budding football talent in the country and prepare a strong team for the under-16 Indian Football team for 2010.

The program is open to all young footballers in the age group of 12-15 years. The trophy will be played across 31 states in over 400 districts involving more than 6000 young players. 16 players selected will get an opportunity to participate in the Coca-Cola International Football Camp to be organized during the 2010 FIFA World Cup in South Africa between June 15-20, 2010.

Atul Singh, President & CEO, Coca-Cola India, “Our partnership with AIFF is an extension of the Company’s worldwide focus on promoting sports and encouraging a healthy, active lifestyle. We have been longstanding partners with FIFA for World Cup football and several other global football tournaments.

“We believe that Indian football too has the potential to make a mark on the global football map. However, at the core of this goal is the need to identify the right talent and nurture them well. Last year we had undertaken a grassroots talent hunt involving 3,000 players and this year we have expanded the scope through our partnership with AIFF. We are happy to partner with AIFF for the Coca-Cola Mir Iqbal Hussain Trophy which has the potential to emerge as a powerful youth program and create a grassroots football movement in the country.”

Alberto Colaco, General Secretary, AlI India Football Fderation (AIFF), “Coca-Cola’s support for global football is well documented and this partnership for football in India will not just encourage young football talent in the country but also play a key role in youngsters adopting football as their preferred sport.”

The Coca-Cola Mir Iqbal Hussain Trophy is a National level tournament organized under the aegis of the All India Football Federation (AIFF). This premier Trophy was set up in 1977, and this year it will be played across 31 states and over 400 districts involving 6,000 young players.