MUMBAI: Brand Value Communications Ltd. (BVCL) will broadcast the 33rd edition of the Federation Cup through their channels, News Time Bangla and News Time Assam, across West Bengal and the North East.

Instituted by the All India Football Federation (AIFF) in 1977, the Federation Cup is an annual knockout style tournament and is India?s longest running club team competition.

The main phase matches will commence on 17 September and will be played simultaneously in Pune and Kolkata. The semifinals will be played on 25 and 26 September and the finals on 29 September, both in Kolkata. The qualifying round for the tournament began on 8 September.

The spokesperson from IMG Reliance said, "As part of our continued commitment to promote sports, and in particular football, IMG Reliance is pleased to have signed with BVCL a young and dynamic regional broadcaster, which will cater to audiences across West Bengal and the North East during the entire season of the Federation Cup."

?Football on News Time Bangla and News Time Assam is an endeavour to touch the huge base of football lovers in West Bengal and in the North-East of India and reignite the passion for the game. BVCL feels that the glory and the glamour of the game showcased at the local level will go a long way in promoting the game and encouraging followers and budding talent alike,? stated a BVCL spokesperson.