Coca-Cola India, in partnership with the Indian Football Association (IFA), today announced the roll out of the 2012 edition of the 'Coca-Cola Elliot Shield Challenge Trophy' - one of the oldest tournaments in the history of Indian Football. The initiative was announced by Mr. Utpal Kumar Ganguli, Honorary Secretary, IFA, along with one of the greatest football player of his time, Mr.Sukumar Samajpati in the presence of other dignitaries from 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 Coca-Cola Elliot Shield Challenge Trophy is one of the oldest tournaments in the history of Indian Football which 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 5 venues namely, Makardah Union Ground, Visva Bharati University ground in Shantiniketan, St.Pauls College ground, East Bengal ground and Mohun Bagan ground.
According to Sujatha V. Kumar, Director- Marketing, Coca-Cola India, "Coca-Cola India's partnership with Indian Football Association (IFA) for the Elliot Shield Trophy is an extension of the company's worldwide focus to promote sports and encourage a healthy, active lifestyle. Over the years, great football talent has emerged from the city of Kolkata which reflects the city's great potential for the sport. Through initiatives like the Coca-Cola Elliot Shield Trophy, we aim to discover young talented footballers and give them the opportunity to hone their skills further. This tournament is a seamless extension of our focus on nurturing sportspersons from the Under-16 stage to the college level". She further added, "We believe that Indian football has the potential to make a mark on the global football map. However, the need is to tap budding talent and groom them well to bring them up to the international standards".
According to Utpal Kumar Ganguli, Hony.Secretary, Indian Football Association (IFA),"IFA is extremely grateful for the support extended by Coca-Cola towards Elliot Shield as their involvement and support towards the tournament will help it regain its earlier popularity. This association helps in providing the required platform for the youth at a young age, honing their talent and skills and helping them in becoming the sports stars of tomorrow."
According to Sukumar Samajpati, "It is great to see that with the support of Coca-Cola, IFA is trying to revive Elliot Shield to its earlier glory. Elliot Shield in our time was the most fiercely contested football tournament amongst the colleges. This was the much sought after platform for talent spotting, and many players from this tournament went on to represent the state and the country."