~ 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 9th November 2013, Delhi 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 Delhi State 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.

Delhi, November 8, 2013: Delhi is all set to witness some exciting cricketing action as Coca-Cola India, the country’s leading Beverage Company, today rolled out season 3 of the Coca-Cola Cricket Cup Under-16 school cricket tournament in partnership with Procam International. Cricket has enjoyed a prominent position in the sporting history of Delhi, 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 Delhi leg of the Coca-Cola Cricket Cup will commence from the second week of November. The initiative was announced by Mr. Wasim Basir, Director – Integrated marketing Communications, Coca-Cola India along with Mr. Sunil Dev, Hon. Secretary DDCA on behalf of City Cricket Council, Delhi, Mr. Saba Karim, Former International & Chief Mentor and Mr. P N Sankaran, Director Operations, Procam International at a press event organised at NSCI..

Speaking about the initiative, Mr. Wasim Basir, Director – Integrated marketing Communications, Coca-Cola India said, “It gives us all at Coca-Cola, immense pleasure and a great sense of satisfaction to announce the launch of Coca-Cola Cricket Cup U-16 tournament in Delhi. 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 endeavour to give this talent a platform with robust grassroots initiatives like the Coca-Cola Cricket Cup. We are excited about the launch of this tournament in Delhi and look forward to engaging the talented young cricketers from the state through this program”. 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 Delhi leg will represent Delhi State at the Inter-State Challenge.

Total 24 talented players selected from the Inter-State Challenge get a chance to attend a week long ‘Coaching Clinic’ under the guidance of prominent former cricketers of the country in association with Cricket India Academy

Post the week long coaching clinic, the Coca-Cola India XI team will be selected and given an opportunity to prove their mettle by participating in a competitive tournament against an invited International U-16 team from other cricket playing nations.

Speaking about the initiative, Mr. P.N Sankaran, Director Operations, Procam International, said “We are delighted to have Coca-Cola India as our partners for the 3rd season of the Coca-Cola Cricket Cup. Coca-Cola’s support for sporting events is well documented, 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 Cricket Cup aspires to be that platform for every deserving cricketer so that great talent never goes unrecognized”.

The Delhi leg of the Coca-Cola Cricket Cup will involve participation from 64 leading under-16 cricket teams with matches being played at various grounds across the city. The tournament will commence from the second week of November and will run for around 3 to 4 weeks. Matches until the quarter finals will be played on a knock out format, the 8 quarter finalists will then play a league.
The teams and players performing will stand a chance to win prizes at each stage post the quarter-final round. The winners & runners up of the Delhi 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 Cricket Cup Intra-State matches will be played in Mumbai, Delhi, Hyderabad, Andhra Pradesh (all 13 districts), Punjab (Eight districts), Baroda, Tamil Nadu (Chennai city and 8 districts), West Bengal (Kolkata & 18 districts), Uttar Pradesh (Lucknow, Kanpur & Allahabad), and Madhya Pradesh (Indore, Gwalior, Sagar and Rewa). The format of the Coca-Cola Cricket Cup has been structured to begin with the Intra-State matches, which will be open to all schools in the respective cities and districts. The centres 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 organising 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 calibre, 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. They are accredited by the Association of International Marathons (AIMS) and certified by the International Association of Athletic Federations (IAAF) as Gold Label events.

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

For more Information please Contact:
Ankur Bhatnagar – 9833763106 ankurb@procam.in
Animesh Biswas – 9891789639 animesh@conceptpr.com