This kind of sponsorship to a
gigantic supporter based East Bengal Club was a first of its kind
and it brought with it the onset of a new vision.
The combination with Kingfisher also brought in corporatisation
of the football team and there on judicious management of funds
has helped the club evolve into a new age ''KEBFC''.
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Dr. Vijay Mallya has always taken personal interest
in KEB and United Breweries have extended all sorts of support
to us beyond just funds. Their public relations department,
for instance, was put into full use to help us make our reach
more effective. When we needed a trainer of good caliber we
were allowed extra funds for that. KEB needed state of the art
gym and swimming pool facilities besides staying and eating
together to feel like a team. Our sponsor paid for
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| our stay at the Hyatt with facilities built into
the stay and it resulted in a huge boost to the team's self
esteem and feel good factor. This contributed to our doing well
abroad. The website itself is a gift from Kingfisher and is
going to help us reach our supporters the world over. |
This support has nurtured the growth of KEB and today we are looking
realistically at an international profile besides having had the
pleasure of celebrating each victory and each high with the King
of Good Times - Kingfisher.
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