As the sun sets beyond the cricket nets at Shivaji Park, droopy, young, white-flannelled shoulders begin the tired walk back to their tents. They have wrapped up for the day. But the enthusiasm in Mumbai’s sporting haven has not dimmed and the rhythmic chants of ‘goal! goal!’ from bystanders carries across the ground. A few yards away, a group of teenagers in identical Messi jerseys are huddled around a makeshift goalpost facing the newly refurbished Gymkhana, furiously debating strategy to the beat of ‘Messi! Messi!’
The symbolism of the moment is not lost. In the dusty bastion of Indian cricket in Mumbai, football is the new disruptor; Lionel Messi its haloed hero.
While India has had a long history of domestic club football, the passion for the game had been confined to a few states: West Bengal, Goa and Kerala. That has changed ostensibly in the last few years. In 2012, football viewership peaked in India with the Uefa Champions League. That year, football had 155 million viewers, second only to cricket’s 176 million, according to a study by Tam Sports. That is nearly double the 83 million viewers it had in 2010.
The English Premier League’s staggering popularity has been acknowledged by the All India Football Federation (AIFF) which went on record saying, “More people in India watch the EPL than in England.” There is some semblance of a “club culture” in pockets of urban India, with sharp growth in football merchandising and retail, especially for EPL clubs such as Manchester United, Arsenal and Liverpool. Other European leagues, like Spain’s La Liga, have an impressive following as well.
But when it comes to domestic events like the I-League, the country’s premier football tournament, interest starts dwindling. Less than 40 percent of Indians watch domestic championships. Fewer advertisers buy into these matches.
“Indian football has no following because it has no heroes,” says Santosh Desai, MD of FutureBrands, a brand management consultancy. “I-League clubs are in complete disarray. Infrastructure is poor. There is just no money in non-cricket sports in India.” And it is this that the Indian Super League (ISL)—an IPL-styled football league—has set out to amend.
The ISL, organised by IMG Worldwide and Reliance Industries with the backing of the AIFF, kicks off this September and promises to bring some professionalism to football in India. As the national team languishes at No 145 in Fifa rankings, this league seeks to pave the way for “the nation’s sporting renaissance”, a joint statement from IMG-Reliance stated.
While that may be rhetoric, ISL has a few things going for it: One, it heralds the era of much-needed corporate investment in Indian football. Reliance Industries (RIL), owned by the richest Indian Mukesh Ambani, has lent its name to the league. Corporate entities such as Videocon, RP-SG Group, Ambuja Group, Sun Network and PVP Ventures, which owns an IPL team, have bought franchises.
Two, the league is being endorsed by some of India’s biggest stars from the world of sports and entertainment. Sachin Tendulkar, Sourav Ganguly, Salman Khan, Ranbir Kapoor and John Abraham co-own franchises. They will ensure that the league gets off the ground high on hype. They bring in the fans as well as sponsors, who are crucial for the sustenance of a high-cost league.
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(This story appears in the 16 May, 2014 issue of Forbes India. To visit our Archives, click here.)
FOOTBALL IS POPULAR ANY GAME!!!!!!! ONE DAY Indian Super League WILL BEAT IPL. AND WORLD CUP SUPERSTARS WILL PLAY OUR COUNTRY...............
on Oct 13, 2014what happens to I league then?? Time to shutdown I league then
on Jul 10, 2014We chennaites truly disappointed as one of the main metro is not among the ISL teams :( Vry bad vry bad
on Jun 17, 2014Each n every one is waiting for the squads of each team in ISL ,,, From the first day it is going to be the most popular event of India. And not only Messi ,but too many players to watch from different leagues . And its a good chance for domestic players to learn and improove from their coaches and players . The Indian club management is going to learn how they scout players from different states , Beacuse we have too many football followers and players in every states ,but in the end players quit playing football coz theres no use of playing football in Cricket Nation ,If ISL is going to follow each and every step of club culture then it is going to be the Big step towards Football !!! .Also as we are hosting U-17 FIFA WC in 2017 So there is too much chances of India to host FIFA WC in future .If Brazil can host than why not India ...HAIL FOOTBALL !!!
on May 24, 2014I think in 5 years time surely India would become a powerhouse in Asia because of increased attention and money in form of ISL
on May 13, 2014“And ISL presents a possibility that even Messi could come and play here in India for a few years before his retirement. That is fantastic.” This dude is smoking some good stuff.
on May 12, 2014Damn right! Many Indians are themselves not aware about the actual fan following in the country the northeast including New areas such as Bangalore,Pune,etc football will grow n I bet by 2-3 years ISL and I league will merge
on May 8, 2014\"While India has had a long history of domestic club football, the passion for the game had been confined to a few states: West Bengal, Goa and Kerala.\" Obviously you haven\'t heard about the North East or Dr. T. Ao who was captain of the Indian national football team in the 1948 Olympics...
on May 7, 2014Yes, dear Journo, have you heard of a certain someone called Bhaichung Bhutia? I\'m sure you have and his home state? It\'s Sikkim. And it\'s not in Bengal. This is some quality research and writing right here....
on May 21, 2014