the competition as a "social marketing experiment". Qualification to the competition was for champions clubs from AFF-affiliated countries only, plus the champions from India in 2003. After winning the 2002–03 National Football League, East Bengal was invited to the inaugural 2003 ASEAN Club Championship held at Jakarta, Indonesia. Top clubs from South-East Asia participated in the tournament which included the favourites BEC Tero Sasana from Thailand who already reached the 2002–03 AFC Champions League Finals. The star-studded team consisted of Golden Ball winner of 2002–03 AFC Champions League: Therdsak Chaiman. Other top teams like 2002 Malaysia Super League Champions Perak FC and Liga Indonesia 2002 Champions Petrokimia Putra participated in the tournament. East Bengal was grouped alongside BEC Tero Sasana and Philippine Army in Group D. They lost the first match against the favourites BEC Tero Sasana 1–0, courtesy of a solitary goal from Therdsak Chaiman. The Red and Gold brigade bounced back in style as they defeated the Philippine Army 6–0, with Bhaichung Bhutia scoring all 6 goals, becoming the only Indian player to score a double hattrick in an International game to date. In the Quarter Finals, East Bengal faced Persita Tangerang of Indonesia. Goals from Bhaichung and Bijen Singh ensured a 2–1 win for the Kolkata side. Bhaichung was again on the scoresheet when East Bengal faced Petrokimia Putra in the Semi-Final. The score was 1–1 after 120 minutes and the Red and Golds won 7–6 in the shootout. On 26 July 2003, East Bengal made history as they defeated the favourites BEC Tero Sasana 3–1 with goals from Mike Okoro, Bhaichung and Alvito D'Cunha, hence becoming the first Indian club to win a top-level officially recognised tournament in foreign Soil. Bhaichung became the top scorer of the tournament with nine goals. Sandip Nandy was adjudged as the Best Goalkeeper of the Tournament. Group stage Matches 2004 Pepsi Max Challenge Cup, England After winning National Football League titles in 2002–03 and 2003–04, East Bengal club tied up with a partnership with Premier League giants Leicester City in 2004. To commemorate the partnership, East Bengal Club was invited to participate in the 120th anniversary quadrangular tournament of Leicester City in England along with Real Mallorca of Spain and Marítimo of Portugal, known as the Pepsi Max Challenge Cup. On 31 July, East Bengal faced Leicester City at the Walkers Stadium, the home of Leicester, and lost 1–0 courtesy