ITC Foods to build around intl women's tennis tourney

ITC Foods, along with Mahesh Bhupathi's Globosport, plans to hold 'Sunfeast Open 2005 "" Kolkata', an international women's tennis tournament. To be held from September 19-25, it is poised to be India's greatest ever women's sporting event attracting some of leading tennis players from across the tennis world.

Sunfeast Open 2005 "" Kolkata has a prize money of $170,000, partly sponsored by ITC and the tournament managed by Globosport.

Unveiling the Sunfeast Open logo here on Tuesday, Ravi Naware, divisional chief executive, ITC Foods said, by sponsoring the event, the company plans to connect the Sunfeast brand with sports targetting young people.

ITC Foods plans to initiate events built around the tennis tournament around the country to strengthen and launch the Sunfeast range of biscuits and pasta offerings.

Commenting on the logo, Naware said "the Sunfeast Open logo captures the essence of the brand Sunfest "" energetic, cheerful and spirited against the historic landmark of Kolkata "" Howrah bridge.

"Four pasta flavours are presently available in select cities like Bangalore, Kolkata, Mumbai, Pune and Delhi. As part of the tennis tournament promotion, the company plans to take it pan India," he added.

ITC Foods also plans to launch more biscuits as a build-up to the tournament. "Presently the company has 11 flavours that were launched in less than a year. More flavours and ranges will be added to complete the Sunfeast range of biscuits," said Naware.

Sunfeast Open is one of the biggest events in the Women's Tennis Association (WTA) circuit. The championship promises to deliver the same standard and feel as any other international WTA event, said Mahesh Bhupati, managing director, Globosport.

The tennis tournament will be an indoor event played on synthetic surface. The event will see 32 top singles players and 16 doubles pairs vying for the top honours. "For the final player line-up, we need to wait for the Wimbledon Championships to finish," said Bhupati.

According to Naware, the event, supported by the West Bengal government will pay attention to nurturing young talent and empower youngsters, realise their talent and capabilities. To tap the massive global tennis audience, Ten Sports has been roped-in as the official broadcasting partner.