Bhaichung in Pedong. A Telegraph picture

Sept. 26: His prowess with the ball is legendary, but Bhaichung Bhutia is also busy adding corporate feathers to his cap.

At an informal function at Gangtok?s hottest night club, Xcape in Vajra, this evening, Bhaichung was officially declared the brand ambassador for Sleepwell, a unit of the Rs 300-crore Sheela Group, which manufactures a wide range of internationally acclaimed home comfort products like Flexipuf mattresses, pillows, bolsters and back cushions.

Sheela Foams has one of its units located at Bageyk hola near Singtam in eastSikkim.

Speaking at the function, which was attended by a select gathering of ministers, club promoters, Sikkim Football Association members, close friends, fellow footballers and mediamen, Manish Gautam, the head of Sheela Foams? eastern operations, officially announced Bhutia?s appointment as the brand ambassador.

Gautam said there could not be any other person as fit as Bhaichung to be the company?s brand ambassador. ?Why should we look for someone elsewhere when we have a star footballer and the captain of the Indian team with us. He is a great captain and hero. We have selected him to reward him for his contributions,? he said.

Gautam added that the company had planned a set of special marketing initiatives in the east and the association with Bhaichung was among the more important ones. He was hopeful that Bhaichung in his role as brand ambassador would bring the brand closer to the consumer.

While the specific role to be played by Bhaichung was not revealed, Gautam hinted that his appointment would in a way help his local club, United Sikkim Sporting Club (USSC). Bhutia is the chief patron of the USSC, run with the help of close associates, promoters and former soccer colleagues. Health minister Hissey Lachungpa, who was instrumental in starting the footbal club culture in Sikkim, is the president of Bhaichung?s local club.

Bhaichung said he was happy to become Sleepwell?s brand ambassador and readily endorsed the product.

?With Sleepwell?s commitment to research and development, their home comfort products are the best bet,? said Bhaichung.

The Indian skipper is in Sikkim, recuperating from a knee injury.

Bhaichung also said he would try to organise an exhibition match to raise funds for a football academy named after him in Pedong near Kalimpong. He had gone there yesterday as the chief guest at the inauguration of the Pedong Yuva Parivar?s football tournament, Sadbhawna Diwas II 2004 Gold Cup.

Bhaichung said: ?I will try to hold an exhibition match to raise funds for the academy that the local club is trying to set up in Pedong.?

Groundwork for building a football academy has already started in Pedong. Assistant general secretary of the GNLF?s Kalimpong branch committee Roshan Lama is the brain behind the project.

?It was my idea to start a football academy here and the first initiative was taken yesterday. We have decided to name the football academy after Bhaichung. He is a son of the hills and we wanted to show respect to him.?

Lama said Bhaichung had consented to lend his name to the academy.

?Bhaichung has also promised us that he will try to play an exhibition match to raise funds for the academy. However, we are yet to come up with the venue or the date for the match,? said Lama.