In a bid to revive “the beautiful game” in India, the All India Football Federation (AIFF) demolished the NFL and created the ONGC i-League in 2007-08. The league, which borrows its structure from other European leagues like the English Premier League, is an old product in new clothes. The participating teams, 14 in the current season, are largely taken from the NFL. The league however, has turned out to be a minor success as it has gathered a regular viewing through the live telecast taken up by Zee Sports.
Judging the need of the hour, the league has been heavily subsidized and greater incentives await its path. The league has gained by the aggressive marketing pursued by Zee sports. However, the infrastructure and quality of the game, still remains a concern. A little mention, here, is necessary to the rising audience of the game in India, this aspect has also contributed to the success(if it can be called so) of the i-League.
Trending
Improved infrastructure is necessary for the games, and for that we need corporate big shots!
To trace the further path of the i-League and also its current position in Indian Sport, it is critical to take note of this rising audience for football in India. Also, it is necessary to understand the audience as not just participants but as consumers of the game. For instance, West Bengal and the North-Eastern states are primary participants in the game of football today but the money that is being generated from these centres is little and not enough. The core consumer that football will find in India is still in its urban cities and the centres of commerce where its capital worth will be reallized.
The “New Delhi Heroes” and “Mumbai FC” which are paralyzed in the second division of the i- League must rise to limelight for football to gather consumer in such centres. Here, it is critical that corporate houses reallize the potential of football and these clubs, as a product. Corporate houses can pump such sides with big money, quality players and provide infrastructure that will form an investment from which they are likely to benefit in long-term.
These sides once developed into clubs of repute will have a huge worth in merchandizing, through boosted ticket sales and sponsorship. Such a vision is currently lacking in the AIFF. They seem to be happy with running their exclusive boys club and being content with low quality football. Efficient and money-minded administration is essential for the growth of the game in a country where the advertising and growth space in sports is increasingly being gulped by the IPL and international cricket.
In a bid to identify such clubs that can turn the tables on the current dim state of affairs we will in an extension of this feature look at potential gamechangers.
