The Bulgarian Tennis Federation (BTF) and the water bottling company Devin have launched a mutual initiative that will see 800 children under the age of 10 coached in tennis in 2010.

The programme, Devin Kids Tennis, will recruit youngsters from across the country, Bulgarian Dnevnik daily reported on March 11.

Concurrently, Devin will extend its sponsorship deal with the BTF on March 11. This will now last until the end of 2010.

The initiative is to scout for talents and stimulate the development of young Bulgarian tennis players. The scheme has been worked out under the International Tennis Federation (ITF) format "Play and Stay", consisting of 16 seminars and more than 100 tournaments, Dnevnik said.

BTF aims to popularise the sport and introduce it to children as something which is fun, easy and competitive. The BTF aims to reach every sports club, school and kindergarten, as well as villages and settlements where conditions for the sport exist, Dnevnik said.

"We would like to thank you for your trust and because, for the second year running, a leading company in its own industry, has decided to be a primary sponsor of the BTF," Stefan Tsvetkov, president of the federation, was quoted as saying by Dnevnik daily.

"The new programme is vital for us because we will be able to attract new children to tennis," he said.

Meanwhile, in the last week of September 2010, the tournament for professionals and amateurs, Devin Pro-Am, will be held in Sofia. This will be the second consecutive tournament of its kind. All proceeds from the event will also be wired to Devin Kids Tennis.