As part of the long standing commitment to promote a sporting culture and a healthy living, Coca-Cola has been supporting grass root development of football in India. Coca-Cola India Private Limited and the All India Football Federation (AIFF) launched the national grassroots football tournament in 2009. The tournament nurtures potential football stars by providing them with a platform and an opportunity to develop their inherent talent into a real-life profession. As a company which has a worldwide focus on football we firmly believe that Indian football has huge potential. By supporting AIFF in this tournament, we are tapping young football talent to train them on par with international football standards. In 2013, the program saw active participation of 41,760 young footballers from 2,610 schools across 86 cities. The National U-16 Soccer team of India is drawn up from the talent pool of this tournament. Furthermore, this is a chance for some exceptionally talented players, who will be absorbed by AIFFFIFA academy, to train at world class academies and become a part of the talent pipeline for the future. It’s not just a quest of Trophy or the Cup that these young talented footballers look forward to, but also a chance to receive world class training and exposure. Undoubtedly, this is India’s biggest and most inspiring Grassroots Sports program and a step towards providing these soccer heroes “An experience that money can’t buy”.