Tata Tea, Arsenal FC launches soccer camp

Tata Tea announced the launch of Tata Tea Arsenal Soccer Stars, a soccer camp for schools, in association with the premier English football club Arsenal FC.

This programme is part of the company's focus on youth, which the company is addressing through its advertising campaign, Jaago Re.

This campaign was launched in October and aims to promote tea, from being merely a beverage for physical rejuvenation or a wake up drink, to a medium of individual and social awakening in society.

Percy Siganporia, managing director, Tata Tea, said, "We would like to thank Arsenal for helping to drive the growth of football in India. I am sure this initiative will brighten the future of Indian football."

Sangeeta Talwar, executive director-marketing, said, "Leveraging our volume leadership in the tea market in India, we are clearly demonstrating thought leadership as well. We seek to challenge and awaken the sports scenario in India. We have selected soccer, a high energy team sport, which has a big following among teenagers."

Adrian Ford, commercial director, Arsenal FC, said, "At Arsenal, our aim is always to identify and encourage young talent for the betterment of the game."

In January, 30 children between the age group 10 and 15 years from across the country will be given 2 weeks training by Arsenal coaches in Kolkata.

This will be followed by a final selection of 15 boys, who will attend an Arsenal training camp in the UK. They will later participate in the much-awaited Arsenal International Soccer Festival in London in August next year.