![]() Not to mention that the Premier League, the wealthiest and most-watched football league in the world, has come onboard as strategic partner. Puma for instance has signed on with the Mumbai FC as its kit partner sports news site has partnered with ATK Mohun Bagan as the team’s principal sponsor. And more are jumping on the bandwagon.īrands have taken a fancy to associating with the clubs as well. Apollo Tyres and Nivia have signed as official partners. Among them: Hero, the title partner, which has been associated with the league since inception. ISL 2020 has already attracted sponsors – some rock solid ones. The question arises: will they continue to spend on the ISL now?Īn annual event on the sports calendar, it has worked effectively for brands wanting to associate with a tent pole event that gathers a reasonably large cohort at affordable prices. The good news is that select advertising categories have been showing they have the appetite to spend, Covid2019 or not, during the unique confluence of the festive period and the IPL this year. Investment from foreign teams not only boosts popularity but also helps Indian sides market themselves better, noted Chakraborty.īut what about the impact of Covid2019 on ad spends? As the ISL grows bigger in reach and repute, and more investment pours in, it will set the stage for A-list players to consider becoming a part of the league too. Such 'crossovers' will consequently raise the quality of football being played, especially since a handful of these athletes have played top-flight football in some of the biggest leagues in the world. The upcoming season will host 74 overseas players contracted with different clubs. But it has emerged as a highly interesting property with global appeal, shared a media veteran. In some ways, the ISL is still a virgin league next to the EPL and other established brands. As a sports-loving nation, we need something besides cricket and football can be a game for the masses,” said Kaushik Chakraborty, senior vice president at Vizeum India. There are expectations for the ISL to do the same for Indian football. “It’s similar to how the IPL has helped India in becoming one of the strongest cricketing teams. It helps build synergies that make the Indian football ecosystem more diverse and competitive, while also being inclusive. Tie-ups like these are actually advantageous for both parties – while the global players get to expand their audience and fan base in India, for the home teams it’s a chance to gain exposure and pick up new skills and techniques. That India was chosen by these prestigious groups speaks volumes to ISL's contribution in exhibiting the country's potential to be the next big thing in international football. Moreover, the Hero ISL has also became the first league from South Asia to be inducted into the prestigious World Leagues Forum, which includes professional football leagues like La Liga, Bundesliga and Premier League, to name a few. The German club will impart its expertise in technology to drive innovation apart from help expand its fan base. The intent: use BVB’s experience in nurturing and developing young players, and transplant that into Hyderabad’s academy structure and coaching education. Then in mid-August 2020, ISL franchise Hyderabad FC announced that it had struck a two-year partnership with German Bundesliga giant Borussia Dortmund (BVB), the twelfth richest football team in the world. The City Football group’s investment in an ISL club showed that the league has arrived on the football map. The most prominent is English Premier League major Manchester City FC. What’s noteworthy is that the group is 78 per cent owned by the Abu Dhabi United group (ADUG), 12 per cent by the American private equity firm Silver Lake with the remainder owned by Chinese firms China Media Capital and CITIC Capital and it has stakes in in clubs in most of the football leagues globally. For starters, the City Football group plonked down top dollar to acquire a 65 per cent stake in the Mumbai FC in November 2019. Recently, the fast developing football league has been catching the attention of international investors as well. When the Hero Indian Super League (ISL) gave the clarion call of ‘Let’s Football’, a new generation of football fanatics took up the cry and thus, a sports phenomenon was born. That has changed over the past few years. In the past though, their woeful refrain was how India had yet to make a mark on the international footballing scene. A few of these hallowed clubs are over a century old, with an illustrious history and devoted fanbase of their own. Indians have long nursed a smouldering passion for football and sporting clubs have been around for decades in the country.
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