India is currently the most lucrative market from the world's perspective and therefore, it is no surprise that all the footballing giants want to invest in it. The Indian Super League (ISL) was a huge success as some of the football stars we have grown up watching were playing on our shores and that ensured its popularity along with the fact that Indian youngsters are getting a chance to play with and learn from bona fide superstars.
The ISL like the English Premier League has added drama and glamour to the football which has ramped up interest and put more scrutiny on how football is run in India which will help Indian football in the long run.
Manchester United Football Club (MUFC) recently forayed into a more intimate interaction with their 35 million fan base in India by organising ILOVEUNITEDINDIA events in Bangalore and Mumbai. Their latest #ILOVEUNITEDINDIA event in Mumbai witnessed 3,000 fans at watching the Reds beat Arsenal 3-2.
The club's partners also had the opportunity to reach local fans, with Chevrolet's 3v3 competition and Nissin's wacky Churu Churu football (soap, water and an inflatable pitch ensuring hilarity) proving immensely popular.
"It was an unbelievable experience," said former MUFC player Denis Irwin. "I've been to a lot of fan events over the last few years but nothing like this. The passion shown by the fans in India really is something else."
With 35 million followers in India, it was a great initiative from MUFC to ensure doing something special to share their passion for Manchester United with this huge fan base; it's simply too big a figure to ignore with the popularity of football rising ten folds. The club seems to have realised the strategic importance of the Indian market and the fan base and has plans to further extend their marketing plans.
Manchester United Soccer Schools were launched in November 2011. MUSS courses in Mumbai in November 2011 where they delivered skills development courses to local young players and also a number of seasonal courses in such places as Pune and Delhi.
"Football is a hugely popular sport in India and we are overwhelmed by the passion and support we receive from our 35 million followers in the country," said Richard Arnold, Manchester United's Group Managing Director. "A fan viewing party was hosted in Delhi earlier this year and the fans' fantastic response to this event leads to India being at the top of the list of destinations for the 2016 events. The events were a huge success and we are looking forward to organise more such events.
Apart from this, MUFC has also tied up with HCL Technologies to improve its website and app as it gears up to launch a new digital media strategy. Krishnan Chatterjee, Head, Strategic Marketing at HCL Technologies said, "We are very excited to work with one of the best clubs in the world. Next frontier of technology is Digital Real Estate and the early movers in this emerging market will be the winners.
Why an initiative like ILOVEUNITED India is so important? MUFC Legend Quinton Fortune answers it for me and says, "I saw first-hand why ILOVEUNITEDINDIA is such an important initiative; the event were a celebration of Manchester United and a great way for us to connect with our fans in India It was a great day, especially with the what turned out to victory over our local rivals Liverpool. The passion of our fans in India is unbelievable and I was proud to be there representing this great football club.
India has truly become a hot spot globally for all the big sporting organisations and brands. Although football has cricket to compete with where popularity is concerned but it is on the right track. For all we know, Manchester United can invest in the Indian Football. One can hope.
