IF ONE were to follow the domestic developments in football over the past couple of months, there would appear to be a marked increase in the attention the sport has received from Indian and international stakeholders alike. While the Indian team continues to languish at the non-business end of the rhetorical barrel and club football still stagnates despite the injection of private initiatives in the form of IMG-Reliance, there is much to be excited about for the present and future Indian football enthusiasts.
It all starts on September 2nd at the Salt Lake stadium in Kolkata when Lionel Messi and the Argentines take on the Venezuelans. In what could be a clear indication of the interest European and South American football initiatives have in targeting the Indian viewership market, and potential fan-base. While it’s true that the EPL dominates ratings and popularity parameters from the Indian perspective, the present and future Indian football fans are an educated and aware demographic with a diverse array of loyalties and favorites. It is with this in mind that ‘La Liga’ has announced a gradual altering of its daily schedules – an aspect that had limited its Asian fan-base in the past due to the unfavorable live broadcast times. With Messi as the face of one of the most popular football clubs in the world- Barcelona FC, the September 2nd ‘friendly’ fixture is likely a concerted effort to bring European football to India, and to build on the verticals that keep the clubs solvent globally – fan loyalty.
There is an international flavor now when it comes to team ownership in the EPL and other leagues globally. Indian ownership stakes in Queens Park Rangers and of course the Blackburn Rovers, brings club football that much closer to Indian fans. Some of the largest Indian corporate – Airtel especially, have closely affiliated with flagship clubs such as Manchester United. There is sure to be interest from Indian owners in purchasing clubs outside of the EPL as well going forward.
The announcement that Goa-based Dempo Group, which owns I-League team Dempo Sports Club, has acquired a 34% stake in Danish football club and academy, FC Midtjylland for € 12 Million in a share subscription agreement, is just the latest case in point.
Football is the only global sport that can generate numbers, revenues, profits, and riots- across continents, races, demographics, and occasionally species as well. And, while India is a tough sell for any international stakeholder in football, it’s too popular and established to be ignored. Gradually, there are those who are waking up to the reality that while an Indian superstar in the starting XI (or even a benchwarmer, for that matter) for a title-contending premiership club in the EPL is unrealistic at the moment, generating interest in football through international collaborations is not.
Ironically, in contrast to its big brother Cricket, Indian football needs to divorce country from club. Club football is the global culture, but unfortunately for the time being, not for Indian clubs with limited access to global stars (present or past). Therefore, Indian football needs to allow international clubs to loan or transfer some of their assets (aka players) to boost viewership of football in India – not necessarily Indian football.
Unfortunately, the gestation period is likely to take another 5-7 years, given that the domestic state-football federations will take some time to become Fifa-compliant and uniform across the board. There also needs to be a sustainable support model for Indian football clubs provided by the now-professionally managed I-league. Hopefully, the future is bright for football in India. However, there are other measures that ought to be taken to ensure that football in India doesn’t limit itself to the occasional ‘friendlies’ or other such compassionately concocted bones from the ‘haves’ thrown at their most disappointing and disappointed target audience – we Indians.
This is why the sudden sprouting of football academies and initiatives from Indian and international entities/legends must be hailed as a positive development, albeit with cautious optimism. For football to ever be successful and sustainable as a sport in India, it requires a focused effort to generate interest from, and participation by the youth. The target age-groups must be between the ages of 8-16, and supply of quality coaching and exposure is a must. This is where the EPL clubs and football legends ought to step in.
And, to some extent, they have. One of the enduring footballers of our generation-Baichung Bhutia – has stated his interest in developing football academies across the country with some of the most reputed international coaches. Hopefully, these will be successful in weeding out talent and farming them to the right avenues.
Similarly, Steve McMahon and Liverpool FC sparked a minor flutter last week by announcing their plans to develop academies across India. Under the banner – Steve McMahon Football Academies (“SMFA”) and in collaboration with an Indian partner, it is set to roll out its operations in the NCR by October. While it’s not clear as to the extent that Liverpool FC will be involved with the SMFA, one hopes that the goal is to develop and hone talent, while at the same time generating substantial interest in international club and team football.
The same holds true for Baichung’s initiative. Some of the more prestigious Indian football clubs such as Dempo FC have taken matters into their own hands by investing in European football clubs and thereby gaining access to a more sophisticated and technically proficient football structure, while internalizing curriculum and competition modules.
Not everyone in India has that much foresight however, and it’s true that India is a tough market to access for football due to the numerous barriers to entry. The lack of infrastructure and facilities, along with other bottlenecks add to the risk quotient.
However, there is every indication that there is enough potential in, and a large enough demand quotient for grassroots and holistic development in the sport. One can only hope that the mushrooming initiatives are in it for the long haul, and stay the course. Otherwise, there is a fatal risk of footballs’ promise and potential succumbing to toadstool poisoning; even if the Messi(ah)s of the football world convert their fleeting visits to India into events of Force Majeure.
