MUMBAI: Zee Sports has signed up Alchemist as the title sponsor for the 27th edition of Federation Cup.

The Federation Cup will be called Alchemist Federation Cup, wherein Zee Sports will be airing all the 16 matches live.

Zee Sports business head Himanshu Mody said, "We are proud to be associated with Alchemist, one of the fastest growing conglomerate, for the 27th edition of Federation Cup. Zee Sports has put in lot of hard
work to present the league in a viewer friendly format at viewer friendly times with in depth analysis. We are sure that all this will bring lot of value to the advertisers."

Alchemist managing director K D Singh said, "We are proud to be associated with Indian Football and the first national club tournament of the season. Domestic football has long been a passion with the masses and through our sponsorship we would like to touch every Indian."

Zee Sports has undertaken a multi media marketing and promotional campaign across the country to popularise the football among the masses. As part of the campaign several below the line (BTL) activities including road shows, pub screening, football kiosks etc are being undertaken in numerous cities to popularise football.

To promote the Federation Cup, a special section on Indian football has been created on Zee Sports website www.zeesports.co.in. This section provides soccer fans with the latest team news, match scores, statistics and player profiles, as well as exclusive player interviews and photo galleries. There will be interactive sections, which will include chat rooms, video clips of matches, online games, wallpapers and ring tones.