These questions are doing the rounds here, with industry sources claiming that Subhash Chandra's Zee TV is showing interest in East Bengal, the winner of the Calcutta-based Indian Football Association's shield this season.

For Zee, an interest in football is not new - it has already decided to sponsor Goa's Churchil Brothers and is reported to be eyeing other clubs.

"Zee and East Bengal are holding talks, and the club has tabled all the statistics," a source said. Zee is reported to be impressed with the status and standard of East Bengal, as well as the atmosphere in the club.

Zee had earlier been reported to have shown interest in Mohamedan Sporting and Tollygunge Agragami, both Calcutta-based, but had decided not to go ahead. At best, Zee may be a co-sponsor of Tollygunge Agragami, together with the firm Manek Shaw, which owns the club. The firm's owner, Mr Basant Agarwal, is the president of Tollygunge Agragami.

However, UB officials here said the Kingfisher brand continues to be tagged to East Bengal. "We are unaware of any change," said Mr Surajit Sen, regional sales manager for Kingfisher.

East Bengal's assistant secretary, Mr Deepak `Poltu' Das, refused to comment on the talk of Zee sponsoring his club. However, he noted that East Bengal needs a lot of money.

"I have heard that Zee has paid Rs 1.6 crore to sponsor Churchil Brothers. This amount is simply not enough to run a premier club like East Bengal these days," Mr Das said.

"In 1998, UB gave Rs 2.75 crore, the next year Rs 2.25 crore and this year we got Rs 1.6 crore," Mr Das said.

As sponsors of both East Bengal and Mohun Bagan, the two Calcutta rivals, UB reduced spending by putting a check on the lavish remuneration given to players. For calendar 2001, the picture will be clear after UB's board meeting in February next year, Mr Das said.

On the other hand, arch rival Mohun Bagan's general secretary, Mr Anjan Mitra, said they are keen on continuing the relationship with UB brand McDowell in the next season. "As the bride's side, we have to be happy with whatever the groom's family offers," Mr Mitra said.

According to unconfirmed sources, leading consumer electronics companies like LG and Sony are willing to sponsor Mohun Bagan.

The club's officials are denying this. "We are not in a position to leave McDowell for LG or Sony," said Mr Balaram Choudhury, assistant secretary of Mohun Bagan.

Mr Choudhury, who is the owner of Panorama Television and also an agent of Sony, said that it is unlikely that any corporate sponsor will match UB's spending.

UB, on its part, insists that it will continue to back Mohun Bagan. "We spend a lot on the team, and it is unlikely that we will back out," said Mr Trisith Ranjan Ghosh, corporate advisor of UB Industries.