I-League still plagued with lack of professionalism

In its last meeting on August 23, the All India Football Federation (AIFF) set up a scheduling and marketing committee for I-League. Since its launch in 2007-08, the I-League has already lost its place from the memory space of both the fans and clubs. It was Mahindra who first realized that the League won’t fetch much and disbanded their football team. JCT too followed them, disgusted with a prevalent situation where the game doesn’t even attract their own fans.

Till today, not too many clubs have faith in the League which surprisingly was kicked-off without a professional target.

Six years down the line and plenty of time is lost to protect the League, which has lost lustre and importance. Poor marketing and scheduling were the key areas which, however, were ignored. Not being a commercial entity, in terms of revenues none of the clubs got any return from it.

It’s a product which nobody wanted to buy.

I feel the Federation was ill-advised when the League was launched. They still need professional advisors as merely lip services won’t help to promote the League, which is now challenged by the Federation’s own new creation — IPL-style event backed by IMG-Reliance.

By doing so, AIFF has released a Frankestein.

I wonder why they overlooked some of the important areas of its promotion then. Usually, there has to be a long-term goal for a new tournament. Barring its inaugural year in 2007, I-League didn’t have much to offer. AIFF, already having its one hand in the cash-rich IMG-Reliance tournament, which is scheduled for next year, found it difficult to keep alive the original event. Now, they have invited club members and TV partners to discuss the possibility of having a dedicated team which can popularize the League.

I remember five years back there was a one-man marketing team under the then secretary, Alberto Colaco. He didn’t create any marketing strategy for I-League. I can’t blame him as the Federation has never been a cohesive unit. Unplanned scheduling kept the fans out of the loop and soon they lost their faith and interest in the League.

Over the last few years, the relationship between the clubs and AIFF was that of daughter-in-laws and a mother-in-law, complicated and egoistic. The clubs wanted some share in the League but the parent body held its whip tightly as it never wanted them to be vocal with their demands.

I feel clubs were justified what they wanted. After all, it’s their hard work and passion which has helped the game survive in the country. Whatever football that we’re seeing today is because of them. Imagine if there was no Mohun Bagan, East Bengal, Dempo SC and Pune FC – the game would have very few takers.

At the same time, some clubs showed little respect to the parent body’s authority when they refused to comply with AFC guidelines on the club licensing issue. Some top clubs still don’t have a valid license and that is unpardonable. But thanks to the decision taken by AIFF Ex-Co, clubs who won’t adhere to the AFC guidelines will be barred from 2014-15 season.

Clubs also should take the blame for such a mess. With little knowledge about modern marketing aspects, these clubs are still being run on stale ideas. There’s no definite plan on how to run a football team. Everything seems to look so shabby. I’ve been to Bagan, East Bengal, Mohammedan Sporting clubs so many times and seen how they still feel so proud to lead their clubs.

But the moment you step inside, you will be appalled to see their grounds and galleries — one of the many ‘stumbling blocks’ to professionalism.

Mumbai’s Cooperage is the worst, the public galleries rest on some rusty iron bars. Delhi’s Ambedkar Stadium gets a coat of paint when Nehru Cup takes place while Calcutta’s Salt Lake Stadium has become venues which also host marriages and IPL dhamakas.

I feel there should be a single vision which can involve all the stakeholders — AIFF, IMG-Reliance, state associations and the clubs.