As part of its brand promotion, the UB group is now sponsoring FC Kochin through its new beer brand `Ice'. The brand was launched six months ago and, increasing market share in Kerala. It is a cool beer and is targeted at the youth, according to UB breweries division marketing manager Ramesh Vishwanathan. Hence, the decision to sponsor FC Kochin, a youthful team.

Also with beer a popular drink in Kerala-and given the UB group claims a 90 per cent market share in the state-the group decided to roll out its strategy of promoting UB brands through popularising soccer in the state.

The company claims that the UB group has a share of 40 per cent of the country's beer market.

FC Kochin has been a popular team with some of the best players in the country in its side. With the national league on, the company decided to step up its promotion activities. It has sponsored the East Bengal team through its popular Kingfisher brand.

UB had also sponsored cricket players like Sourav Ganguly and Ajay Jadeja and motor racing champion Narayan Kartikeyan. Mr Vishwanathan pointed out that in Europe and the US soccer promotion by companies is already very popular. In India with cricket bogged down in controversies, soccer was seen to be a better sport to popularise by the company.

The company, which has four beer brands, has signed a two and a half-year contract with FC Kochi, which comes to a close in 2003. Though both UB and FC Kochin officials refused to divulge details of the contract and the amount involved, they said the association would be beneficial to both.

Under the sponsorship deal, FC Kochin would be known as Ice FC Kochin and its players would don Ice jerseys. This has been the first such case of a team being sponsoring in the state where football remains a craze.