MUMBAI: ESPN Star Sports (ESS) will be telecasting live the semi-finals and the final of the IFA Shield 2004 football tournament starting 7 October.

The first semi-final will be played on 7 October and the second semi-final will be played on 8 October. Both matches will begin at 5:30 pm. on Star Sports. The final will be played on 10 October and will also be covered live on Star Sports starting 5:30 pm.
 

ESPN Software India Pvt Ltd MD R C Venkateish has been quoted in a company release as saying, "ESS is committed to the development of soccer in India. The live coverage of the Kolkata domestic league last year and this year are steps in that direction. The telecast of IFA Shield 2003 on ESS reached out to 1.3 million people in Kolkata and 4.2 million all over India. The final of the IFA 2003 was the second highest rated non-cricketing sports event in Kolkata. With a TVR of 11.93 it was second only to a Durga Puja special program, testifying to the fact that the fan following of soccer is growing in India."
 

Says Indian Football Association secretary Subrata Dutta, "ESPN Star Sports has partnered us in promoting soccer in India. IFA Shield is a major event on the Indian soccer calendar and for us it is truly a pleasure to ensure coverage of domestic events with international production quality."

Apart from the telecast of the matches, ESS is also doing extensive on-air and on-ground promotions for the IFA Shield 2004. This includes advertisements in leading publications in Kolkata, hoardings across Kolkata and a radio contest for the fans through which they will have a chance to win free tickets to the final of the IFA Shield 2004. Further, ESS has also produced a special promo featuring the club captains, which is already on-air on ESPN and Star Sports.

Maruti Esteem is the on-air associate sponsor for the IFA Shield 2004.