‘Everyone is hooked on football’: Indian league seeks to ride World Cup wave
Despite India’s absence from the global stage, the recently concluded FIFA World Cup captured the imagination of millions of sports fans across the subcontinent, triggering a massive surge in local viewership. Capitalizing on this momentum, the Indian Super League (ISL) is preparing to launch its highly anticipated new season on September 4 with a revitalized structure. Domestic club chiefs and administrators hope this newfound enthusiasm can finally bridge the gap between temporary, tournament-driven passion and sustained, year-round support for the domestic game.
The upcoming kickoff arrives at a critical juncture for the sport in India. Over the past eighteen months, the domestic landscape has been clouded by negative headlines, ranging from administrative turmoil within the All India Football Federation (AIFF) to concerns over club profitability, scheduling, and overall league structure. However, a series of key reforms—including a clearer pathway for promotion and relegation between the top-tier ISL and the second-tier I-League—aims to restore stability. This restructured pyramid is designed to create a more competitive, meritocratic environment, vital for convincing skeptical fans that the local product is worth their long-term investment.
For club executives, the immediate task is to channel the post-World Cup excitement into the stadiums. “The timing couldn’t be better,” says Ravi Puskur, chief executive of FC Goa, who captured the Super Cup last season. Puskur highlights that even with unfavorable broadcast schedules, the Indian market showed an immense appetite for high-level football. “A World Cup that was not ideal in terms of viewing times has drawn strong interest and support from the Indian market. It does something a domestic league alone can’t do; it puts football at the centre of the conversation.”
To sustain this wave, the ISL must look beyond marketing campaigns and focus on the long-term viability of the product on the pitch. Key focus areas for the league’s growth include:
- Improved Youth Development: Strengthening academy pipelines to transition local talent to the first teams.
- Enhanced Fan Engagement: Utilizing digital platforms to keep the dialogue active between matchdays.
- Infrastructure Investment: Upgrading stadium facilities and pitch quality to ensure a premium broadcasting experience.
If the ISL can successfully leverage this post-World Cup afterglow, it may mark the beginning of a transformative era, shifting football from the periphery of the Indian sporting consciousness to a permanent place alongside cricket.