Shimla-the birthplace of the Durand Cup and the Indian Air Force ...

laid out by the parent body of Indian football, we will reestablish
the brand value of Durand cup.
What better provisions are you making for the players and
clubs in the forthcoming version of Durand?
From this year onward every team that participates even
in the preliminary rounds will get paid a sum of money. Of
course, the prize money for the winning team, runners up
and semi finalists will be substantial. We will also honour
yesteryear footballers and encourage players who have
brought laurels to the country in the past. This will be done
every year. All players will be provided decent boarding and
lodging facilities. As of now we have 26 teams participating
in the tournament. From next year onwards, when we have
a long-term contract with the sports marketing firm, we may
increase the number of teams to even forty. We could even
be looking at playing some matches in different locations
10 July 2011 purple beret
across the country in the zonal configuration. We are also
looking at inviting some top class foreign teams as a part of
promotional activity that will give fillip to the tournament
depending on the sponsors generating enough money.
What is your media plan to take Durand Cup to maximum
masses in the country?
We are promoting the Durand by creating more awareness
among the print media with regard to the history and future
scope of the tournament. Coverage in newspapers and
magazines will take the message to maximum number of
people across the country. As far as broadcasting rights
for the tournament etc are concerned, we are not going to
get involved in it at any stage. It will be the responsibility
of the company that is selected to market Durand. We are
looking at the fact that the company must have the adequate
experience to hold national and international events.