Grassroot Sports


The Coca-Cola Cup is a grass root level football tournament. The program aims to discover budding young footballers in the country and also to prepare a strong Under-16 National Football team. The tournament is held under the aegis of All India Football Federation (AIFF) and is open to all young footballers in the age group of 12-15 years. SportzConsult has been involved with the program for over 4 years now, helping Coca-Cola in the conceptualization and execution of the program across the country. Over the last 4 years, we have increased the reach of the program from 400 to 3000 schools. Starting with competitions right from the district level, it touches more than 40,000 young footballers from over 2500 schools across 85 cities in India.

Coca-Cola aims to reach out to more kids through the program as a part of its commitment towards developing an active and healthy lifestyle among kids. To generate greater awareness about the program and involvement of the parents, we conceptualized the “Soccer Mom” and "Soccer Dad" activation campaign. A special parent kit was created to be given out to the parents of every participating kid. It helped Coca Cola to reach out to parents of 42,000+ kids. The idea was highly appreciated by the client who now uses it for the activation programs in other countries as well.