Football gathering critical mass beyond the football-loving states of West Bengal, Kerala and Goa "has not been lost on brands such as Nike, Airtel and Coke," according to the Indian BUSINESS STANDARD. In the run-up to this year's World Cup, "they have stepped up their association with the game at many levels." Even though the opportunities to associate with national leagues are still hard to come by because very few exist, brands "are investing in football at the grassroots level." Nike, which is a commercial partner with the All India Football Federation, has been conducting a tournament for the U15 players, called ManU Premiere Cup (MUPC), for the last nine years. Nike India Marketing Head Avinash Pant said that the company "has a global focus on football and is extending that philosophy to India as well." Telecom Bharti Airtel "has a three-month-long Inter-School Tournament-cum-talent hunt" that involves participation of football players representing more than 450 schools in various cities, as well as individual players, before some of them are picked to attend a week-long coaching clinic with ManU Soccer School coaches. Coca-Cola too "has taken up the onus of grooming under-15 football players with its U-15 Football Tournament." Star Sports "has been increasingly vocal about its intentions to push football as a popular sport, as well, in its own endeavours at the grass roots." It has even bought a 30% stake in the Indian Football League (BUSINESS STANDARD, 3/17).
