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Coca-Cola India Partners Partnership With Indian Football Association To Organize Elliott Shield Challenge Trophy in Kolkata

Initiative to identify the young football talent in the state to be organized from 29th December to 16th January, 2010 31 matches to be played on a knock out basis amongst 32 colleges across four venues i.e. Barasat, Md. Sporting, Makardah Union and Khardah Stadium, in Kolkata Winners also get once-in-a-lifetime opportunity to experience the allure and happiness that 2010 FIFA World Cup™ Trophy brings with it in Kolkata

28 Dec 2009 , New Delhi : Coca-Cola India today announced its partnership with the Indian Football Association (IFA) for the 'Coca-Cola Elliot Shield Challenge Trophy', one of the oldest tournaments in the history of Indian Football. The partnership was announced by Mr. Utpal Kumar Ganguli, Honorary Secretary, Indian Football Association (IFA). The initiative is organized keeping in line with Coca-Cola India’s commitment to promote a sporting culture and a healthy active living through association with various sports. The winners also get once-in-a-lifetime opportunity to experience the allure and happiness that 2010 FIFA World Cup™ Trophy brings with it in Kolkata.

The Coca-Cola Elliot Shield Challenge Trophy, is one of the oldest Tournaments in the history of Indian Football was started in 1894 under the aegis of IFA. The tournament includes 31 matches and will be played on a knock-out basis among 32 colleges in four venues - Barasat, Md. Sporting, Makardah Union and Khardah Stadium in Kolkata.

According to Mansoor Siddiqui, Director, Integrated Marketing Communications, Coca-Cola India, "Coca-Cola India has always believed in promoting healthy and active lifestyle through sports. The Coca-Cola Company has been the official sponsor of the FIFA World Cup that began in 1978. We also plan to bring the FIFA Trophy to India in January 2010, as part of the Worldwide Coca-Cola FIFA trophy tour. We believe that Indian football has all the potential to make a mark on the global football map. As part of same endeavor, we are proud to be a part of 'Coca-Cola Elliot Shield', one of India's oldest inter-college tournaments in Kolkata involving young footballers from over 30 colleges."

According to Utpal Kumar Ganguly, President, Indian Football Association (IFA), "I am delighted that Coca-Cola has come forward to support the Elliott Shield Challenge trophy. The tournament which started in 1894 has been one of the most keenly contested tournaments among the Colleges. I am sure Coca-Cola's support will ensure a highly contested and well organized tournament among the Colleges of West Bengal and will help identify young football talents in our country. I sincerely thank Coca-Cola and look forward to a long and mutually beneficial association between IFA and Coca-Cola."

About Coca-Cola Elliot Shield Trophy Tournament

The Elliot Shield is named after Colonel Elliot, British Administrator in Calcutta, who was an ardent football lover, who donated the Elliot Shield Trophy to IFA. The tournament generated keen competition and great fanfare among colleges such as Presidency, St. Xaviers, Vidyasagar etc. Presidency College has won the Shield eight times during 1894-1914, information unknown to many sports lover and college students of the present day.

This year the tournament will be organized from 29th December to 16th Januray, 2010. A total of 31 matches will be played and will involve 32 teams.

Participating Colleges In the Tournament

Colleges from Calcutta University- Raja Peary Mohan College, Narasinha Dutta College, Heramba Chandra College, Netaji Nagar Day College, Prafulla Chandra College, Vivekananda College, Serampore College, Umesh Chandra College, Charu Chandra College, Chittaranjan College, Budge Budge College, S.A.Jaipuria College, Lal Baba College, Kidderpore College and Vidyasagar College.
Burdwan University- Burdwan Raj College, Vivekananda Mahavidyalaya College, Bankura Haripal College, Sarat Centenary College, A.K.P.C Mahavidyalaya College, Kabi Sukanta Mahavidyalaya College, Suri Vidyasagar College
State University – P.G.G.P.E.C- Baruipur , Satabarsiki Mahavidyalaya College, Habra
Rabindra Bharati University
Vidyasagar University – Bajkul Miloni Mahavidyalaya College, Sankrail A.B. Smriti Mahavidyalaya College, Panskura Banamali College, Kharagpur College.
B.E. College
Jadavpur University
Bidhan Chandra Krishi Viswavidyalaya

About Indian Football Association

The Indian Football Association (IFA) is responsible for development and administration of football in the state of West Bengal, India. It is the oldest Football association in India and was founded in 1893. Amongst the founders was former England international Elphinstone Jackson.

About Coca-Cola India's Association with Football

Coca-Cola India has always believed in promoting healthy and active lifestyle through sports. Coca-Cola partnered with All India Football Federation (AIFF) to organize Coca-Cola Mir Iqbal Hussain Trophy, a grassroots talent hunt initiative rolled out in association with) to uncover the most dynamic young footballers in the country. As part of the Coca-Cola Mir Iqbal Hussain Trophy, 20 promising young footballers will be identified and short-listed by AIFF and will be subsequently coached and groomed to form the National Under-16 Sub-junior Team. Out of these 20 young footballers, 16 most promising players will attend The Coca-Cola International Football Camp in South Africa, to be organized in June 2010 during the FIFA World Cup. Jharkhand team from the East Zone won the national finals of the ‘Coca-Cola Mir Iqbal Hussain Trophy’.

Coca-Cola's association with FIFA World Cupth
Coca-Cola has been the official sponsor of the FIFA World Cup™ that began in 1978. To its credit, the company has had stadium advertising rights at ever. Coca-Cola is also brining the 2010 FIFA World Cup TM Trophy to Kolkata from 15th -17th January, 2010.

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