Tata Tea launches schools soccer tournament
Business Standard — December 18, 2007

Tata Tea announced the launch of Tata Tea Arsenal Soccer Stars, a schools' soccer tournament, in association with Arsenal FC, a member of United Kingdom's premier football league.

This programme is part of Tata Tea's focus on issues that concern youth of the country which the company is addressing through its 360 degree advertising campaign Jaago Re. This campaign was launched in October and it aims to resonate with "young India" beyond the role of tea as merely a medium of physical rejuvenation or a wake up drink, to a medium of individual and social awakening in society.

Percy Siganporia, MD, Tata Tea, said: "We would like to thank Arsenal for driving the growth of football in India. I am sure this intiative will brighten the future of Indian football."

Sangeeta Talwar, executive director (marketing), Tata Tea, said: "Leveraging our volume leadership in the tea market in India, we are clearly demonstrating thought leadership as well. We seek to challenge and awaken the sports scenario in India. We have selected soccer, a high energy team sport, which has a lot of interest among teenagers and what better way to bring this awakening but to associate ourselves with a world premier league soccer club - Arsenal."

Adrian Ford, commercial director, Arsenal FC said, "At Arsenal our aim is always to identify and encourage young talent for the betterment of the game."

The tournament will begin on January 12, 2008 when 30 children from across the country, aged between 10 and 15 years, will be given 2 weeks training by Arsenal coaches in Kolkata. This will be followed by a final selection of 15 boys getting an opportunity to attend an Arsenal training camp in the UK as well as the Arsenal International Soccer Festival in London during August 2008.