For over 50 years, the Chandra Memorial League has been a sporting tradition in Tripura. Now, with the brand as title sponsor, the tournament is gaining new momentum as it promotes football, inspires youngsters and builds brand awareness among youth
Agartala: For the past three years, Shyam Sundar Co. Jewellers has been the title sponsor of the Chandra Memorial Football League, a renowned football tournament in Tripura organized by the Tripura Football Association (TFA). For the jewellery house, the association is deeply personal as its founder, Gour Chandra Saha, served as Vice President of TFA, and the family has carried forward his legacy by supporting the tournament in his memory.
“This tournament is about much more than just football,” said Rupak Saha, Director, Shyam Sundar Co. Jewellers. “Our purpose is to promote sports among youngsters and to help address challenges like drug addiction. Supporting this league is our way of standing by the youth of Tripura.”
Shyam Sundar Co. Jewellers has been bearing a major portion of the tournament’s expenses and ensuring the continuity of this long-standing tradition. The tournament is a breeding ground for talent and a celebration of football’s cultural presence in the State. It draws the State’s competent clubs into a spirited competition that will culminate in the much-anticipated Super League. The 2025 edition promises competitive football as 10 top clubs face off in the group stages before advancing to the Super League, where the champion will be decided.
Matches are being hosted at Umakanta Mini Stadium, with the opening ceremony held earlier at Agartala Press Club to announce the league calendar and highlight the special initiatives tied to this year’s tournament.
The jeweller’s role goes beyond sponsorship as the brand has been instrumental in introducing value-additions such as player and coach awards, ensuring recognition for outstanding performances. “Felicitation of the ‘Man of the Match’, ‘Man of the Tournament’, ‘Best Emerging Player’, ‘Best Referee’ and ‘Best Coach’ with mementoes and cash prizes has become an integral part of this league,” added Saha.
The commitment reflects a dual objective of preserving the tournament’s heritage while also deepening connections with the younger generation. “When there is a place that the youth like, we are there,” said Saha, emphasising how brand awareness can grow naturally when aligned with youth passions.
Recent fixtures, including a showcase match between East Bengal Legends and Mohun Bagan Legends at Agartala, have already drawn enthusiastic crowds, underscoring the tournament’s continuing relevance. With its ongoing support, Shyam Sundar Co. Jewellers is helping to sustain a football culture that inspires Tripura’s youth while staying true to the values of its founder.
Shyam Sundar Co. Jewellers was founded more than 50 years ago in Dhaka, now in Bangladesh. After Partition, the company relocated to Agartala, Tripura, and is now headquartered in Kolkata. Shyam Sundar Co. Jewellers currently has six retail stores, three in West Bengal and three in Tripura.
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