~ Initiative to promote grassroots cricket and identify promising cricketing talent from the State~

  • Partnership takes forward Coca-Cola India’s commitment to promote a sporting culture and healthy active living in the country.
  • Beginning 7th February 2014, Madhya Pradesh will witness some great cricketing action involving participation from leading Under-16 cricket teams from the city
  • Boys born on or after 1st September 1997 are eligible.
  • Winners of the Madhya Pradesh Finals to be awarded a MEGA prize of Rs.50,000/- while the runners up team to get Cash prize worth Rs.35,000/.
  • Entire program to be mentored by former Test Cricketer Saba Karim.
  • Initiative involves coaching clinics, sports medicine and sports nutrition camps, international exposure and training for selected cricketers.

Indore, 3rd February 2014: Madhya Pradesh is all set to witness some exciting cricketing action as Coca-Cola India, the country’s leading beverage company, today rolled out the Coca-Cola Cricket Cup Under-16 schools cricket tournament in partnership with Procam International & Madhya Pradesh Cricket Association. Cricket has enjoyed a prominent position in the sporting history of Madhya Pradesh, which has produced a number of skilled cricketers who have gone on to achieve great laurels at the National level. To continue unearthing great cricketing talent from the state, the Madhya Pradesh leg of the Coca-Cola U-16 Cricket Cup Tournament will commence from the 7th of February 2014. The initiative was announced by MPCA team members Mr. Narendra Menon, Secretary, Dr M.K. Bhargava, Chairman, Pravin Kasliwal, Treasurer, Milind Kanmadikar, Joint Secretary, Mr. Mayank Arora, Zonal Vice President, Hindustan Coca-Cola Beverages Pvt Limited and Mitesh Chandan, Procam International at a press event organized at the MPCA, Holkar Stadium Indore.

Speaking about the initiative, Mr. Mayank Arora, Zonal Vice President, Hindustan Coca-Cola Beverages Pvt Limited said, “It gives us all at Coca-Cola immense pleasure and a great sense of satisfaction to announce Season 3 of the Coca-Cola U-16 Cricket Cup tournament in Madhya Pradesh. It will give the state’s talented young players an opportunity to showcase their talent, get identified at the grassroots level and groomed to go on to play bigger league games in the future.

The Coca-Cola System in India has always believed in promoting healthy, active lifestyle through sports. We believe that India has great sporting talent. Some of the best sportsmen have come from the most unassuming of places, and it is our endeavor to give this talent a platform with robust grassroots initiatives like the Coca-Cola U-16 Cricket Cup. We are excited about the launch of Season 3 of this tournament in Madhya Pradesh and look forward to engaging even more talented young cricketers from the state through this program this year”.

The Coca-Cola Cricket Cup is an U-16 Inter-School grass root level cricket initiative to discover budding cricketing talent in the country. The program is open to all young cricketers in the age group of 12-16 years. The tournament will be played across 10 states in over 70 districts involving more than 12,500 young players from more than 850 schools. The winner of the Madhya Pradesh leg will represent Madhya Pradesh at the Inter-State Challenge.

Speaking about the initiative, Mr. Mitesh Chandan –Procam International, said “We are delighted to have Coca-Cola India as our partners for the 3rd season of the Coca-Cola U-16 Cricket Cup. Coca-Cola’s support for sporting events is well documented, and this partnership will enable us to encourage young cricketing talent in the country and serve as an ideal platform to promote grassroots cricket, identify promising talent and groom the country’s next generation of International cricketers. With India’s vast population and geographical spread, it is not easy for talented players to find the right platform and emerge into the spotlight. The Coca-Cola U-16 Cricket Cup aspires to be that platform for every deserving cricketer so that great talent never goes unrecognized”.

The Madhya Pradesh leg of the Coca-Cola Cricket Cup will involve participation from 10 leading under-16 cricket teams who have emerged from the school tournament conducted by each division under MPCA with matches now being played in Indore.

The teams and players will stand a chance to win prizes at each stage post the quarter-final round. The winners & runners up of the Madhya Pradesh leg will be awarded prizes worth INR 50,000 and INR 35,000 respectively.

More About the Coca-Cola U-16 Cricket Cup

The Coca-Cola Intra-State Challenge will be played in Mumbai, Delhi, Hyderabad, Andhra Pradesh (all 13 districts), Punjab (six major districts and 14 minor districts), Baroda, Tamil Nadu (Chennai city and 6 districts), West Bengal (Kolkata & 18 districts), Uttar Pradesh (Lucknow and Kanpur), and Madhya Pradesh (10 districts). The format of the Coca-Cola Cricket Cup has been structured to begin with the Intra-State Challenge, which will be open to all schools in the respective cities and districts. The centers that have more than one city or district will play their own inter-district before one winner emerges from each state. The winners from the ten states will feature in the Inter-State Challenge. The National winners will take home Rs.100,000/- and the Runner Up will get Rs.70,000/-

Coca-Cola Cricket Cup’s Vision

BCCI over the past several years has done a tremendous job of enhancing the growth of cricket in India. They have done so by adopting a result oriented approach of organizing age group tournaments all over the country through their state associations.

This has helped immensely in carving out talented individuals on a regular basis. Most of these cricketers have moved ahead and have brought laurels for their states and the country.

Seeing the vast potential and growing popularity of this game, Coca-Cola India has a vision of facilitating BCCI in their quest to tap talent. We believe that the future of Indian cricket lies in these young talented budding cricketers. We intend to provide a perfect opportunity and platform to all the youngsters across the country to showcase their talent, skill and equally important, pride and loyalty to their school. It gives BCCI and their affiliated state units a brilliant arena to scout for potential match winners.

We hope that this initiative will serve as an ideal platform to identify and nurture young talented cricketers for them to be able to get noticed by the state associations and BCCI to represent the country on an International level.

About Coca-Cola India

Coca-Cola in India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid 100 % juice (Minute Maid Apple, Minute Maid Orange, Minute Maid Grape), Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn through a network of more than one and a half million outlets. The Coca-Cola India system has invested more than US$ 2 billion in its Indian operations and provides direct employment to more than 25,000 people. For more information and details on the company’s Indian operations please visit: www.coca-colaindia.com and www.myenjoyzone.com

About Procam International

In 1988, with a vision to provide a more holistic spend to the advertising rupee and a burning desire to ameliorate the prevailing professional standards for sportsmen, Anil and Vivek B. Singh created Procam International.

Procam International is today a full-fledged sports management company, involved in the promotion of national and international sporting events, sports consultancy and live television programming.

Procam International has based its corporate philosophy on an open culture, with an emphasis on values and integrity. Procam International has promoted and conducted over 45 world events, which have elicited player participation of the highest caliber, as well as huge public interest.

The Standard Chartered Mumbai Marathon, the Airtel Delhi Half Marathon and the TCS World 10K in Bangalore are three of the most prestigious distance running events in the world.

This has established Procam International as the leading sports events creator in India. Its professionalism, attention to detail and dedication has won it the faith of its sponsors and partners.

For more Information please contact:

Chirantan Rupwate – +91 98206 18652, chirantan@procam.in