MUMBAI: While it is trying its very best to get the rights for India cricket the latest sports channel on the block Zee Sports has been awarded the television and marketing rights to Indian football. The deal signed with the All India Fotball Federation (AIFF) is for five years.

The new season starts next month. NDTV and Nimbus were also in the hunt. As had been reported earlier by Indiantelevision.com the last date for submitting of the bids was 8 June 2005. This saw five companies make a grab for a deal. Companies like Zee Sports and Nimbus, according to AIFF sources had quoted between Rs 3 - Rs 5 billion for the telecast and marketing rights

While it is nowhere near India cricket in terms of popularity a concerted localisation drive may be just the tonic needed for football viewership to grow. AIFF president Priyaranjan Das Munshi had at the time hinted that the organisation was not averse to making Indian soccer viewer and TV friendly, on the lines of what ESPN Star Sports, Indian Hockey Federation and Leisure Sports Management have done with domestic hockey courtesy Premier Hockey League (PHL).