IN A PUSH to strengthen India’s football ecosystem, Zee Entertainment Enterprises Ltd. (ZEEL) has announced that 15% of Zee5’s football-related subscription revenues will be invested in initiatives aimed at identifying, training and nurturing football talent across the country.
The initiative marks one of the most significant private-sector commitments to grassroots football development in India and forms part of the company’s broader vision to create a sustainable talent pipeline capable of producing globally competitive footballers by 2034.
The announcement comes as ZEEL deepens its long-term commitment to football through its partnership with FIFA, which runs until 2034. The company said it intends to leverage its digital platform Zee5 and its subscriber base to support talent discovery and development at the city, district, state and national levels.
According to the company, every Zee5 subscriber watching football will effectively contribute to the growth of the sport, with a portion of subscription revenues being directed towards grassroots programs, training initiatives and league development structures.
ZEEL said it plans to establish structured training programmes and scalable league formats across multiple tiers to identify promising talent from every corner of the country. The company will also onboard renowned football personalities as experts and collaborate with international sporting federations as well as national and state associations to strengthen player development pathways.
The initiative aims to make football a viable sporting career option for Indian youth while creating opportunities for aspiring players from smaller cities and rural regions.
The company said the programme will focus on creating a strong grassroots foundation, ensuring that talented youngsters receive the coaching, competition and support needed to progress through the ranks and compete nationally and internationally.
ZEEL drew parallels with its previous involvement in cricket, where it believes its support for professional leagues contributed to expanding opportunities for Indian talent and accelerating the sport’s growth. The company now hopes to replicate a similar impact in football, a sport that continues to witness growing popularity among Indian audiences but remains underdeveloped in terms of grassroots infrastructure and talent pathways.
By combining fan engagement with direct investment in player development, ZEEL said it aims to create a model where football viewership translates into tangible support for the sport’s future.
The company said its FIFA partnership provides a strong foundation for the initiative, allowing it to draw upon global best practices in talent identification, coaching, league development and player support. ZEEL plans to work closely with domestic and international stakeholders to accelerate the development of a football ecosystem capable of competing with leading football nations.
The company has set an ambitious target of helping India build teams capable of participating in FIFA Men’s and Women’s World Cups across age groups by 2034.
Commenting on the initiative, Punit Goenka, Chief Executive Officer of Zee Entertainment Enterprises Ltd., said India possesses significant untapped football talent and requires a sustainable ecosystem to help players reach their full potential.
He said the initiative would enable football fans on Zee5 to contribute directly to the dreams of young Indian players aspiring to compete on the global stage. “Our efforts aim to blend passion with opportunity and translate engagement into impact. With this initiative, we envision India firmly on the global football map, led by our future generations,” Goenka said.
ZEEL described the initiative as part of its broader commitment to youth empowerment and sports development. The company said its goal is to build an inclusive football ecosystem that reaches aspiring players across India while strengthening the sport’s foundations for the future. If successful, the initiative could represent a significant step toward transforming football’s grassroots landscape in India and supporting the country’s ambitions of becoming a competitive force on the global stage.
