Indian football stands at a crossroads. The Indian Super League (ISL) was launched in 2014 to bring glamour, fans, and money into the game. Ten years later, the reality is sobering: most clubs are running at yearly losses of ₹30–35 crore, broadcasting revenues are stuck, and grassroots development is weak. Unless Indian football rethinks its league structure, the gap between ambition and reality will only grow wider.
This case study explores how ISL can be restructured into a sustainable model that benefits both clubs and the All India Football Federation (AIFF).
Current State of ISL (2024–25)
- Broadcasting Revenue: Almost negligible for clubs; Viacom18 holds monopoly.
- Franchise Fee: ₹12-16crore/year (heavy burden).
- Average Loss per Club: ₹30–35 crore/year.
- Attendance: 10,000–15,000 average, compared to EPL’s 40,000+.
- Market Reach: 350M potential football fans in India, but weak monetization.
AIFF’s Concerns: Why Change is Needed
The AIFF’s long-term vision is clear:
- 20 competitive clubs across the top two divisions (ISL + I-League) to give Indian players more exposure and opportunities.
- National reach so that football doesn’t remain limited to traditional states like Goa, Bengal, and Kerala.
- Local rivalries that can ignite fan passion and drive stadium attendance.
- Sustainable finances so that clubs don’t collapse after a few seasons.
Currently, the ISL’s closed franchise model, with high entry fees and no promotion/relegation, blocks this growth. AIFF knows that unless the ecosystem expands, India cannot compete globally.
Proposed 20-Club Structure
To combine regional pride with global branding, each Indian region partners with an established European club (only for ISL and I-legaue)
| Region/City | Proposed Club | European Partner | Info |
|---|---|---|---|
| Delhi | Real Delhi | Real Madrid | Capital prestige |
| Haryana | Haryana Blues | Chelsea | Bleeds blue |
| Bangalore | Borussia Bangalore | Borussia Dortmund | Tech city |
| Mumbai | Mumbai City FC | Manchester City | City Football Group |
| Navi Mumbai | New Mumbai FC | Newcastle United FC | New approach |
| Kolkata | ATM Mohun Bagan | Atlético Madrid | Previous partnership |
| Kolkata | East Bengal Scouse | Liverpool | Working-Class ethos |
| Kerala | Kerala Barca | Barcelona | Artistry with flair |
| Jammu | Jammu Old Lady | Juventus | Mountain resilience |
| Kashmir | Bayern Kashmir | Bayern Munich | Crown prestige |
| Manipur | Manipur United | Manchester United | Indian Backbone |
| Assam | Ajax Assam | Ajax | Youth factory |
| Punjab | Punjab SG | PSG | Loud and flashy |
| Goa | Porto Goa | FC Porto | Portuguese heritage |
| Odisha | Roman Odisha | AS Roma | Ancient history |
| Chennai | Rossoneri Chennai | AC Milan | Cultutal essence |
| Ahmedabad | Inter Ahmedabad | Inter Milan | Hardworking ethos |
| Jaipur | Jaipur Gunners | Arsenal | Royal cannon |
| Hyderabad | Hyderabad Celtics | Celtic | Green and white |
| Jamshedpur | Jamshed Spurs | Tottenham Hotspur | Dark Horses |
This model solves two problems:
- Geographical expansion: New states like Jammu & Kashmir, Assam, Haryana, Rajasthan get professional clubs.
- European partnerships: Global brands plug into India’s local markets, using existing fan bases to grow both ISL viewership and grassroots football.
- In return, the European clubs get access to the Indian audience.
Rivalries: The Fuel of Football
No league grows without rivalries. AIFF and ISL must actively promote derbies that connect emotionally with fans:
- Delhi vs Haryana
- Mumbai vs Navi Mumbai
- Mohan Bagan vs East Bengal
- Kerala vs Chennai
- Kashmir vs Jammu
- Manipur vs Assam
- Chennai vs Bangalore
- Kerala vs Bangalore
- Mumbai vs Goa
- Hyderabad vs Bangalore
- Kerala vs Hyderabad
- Jamshedpur vs Odisha
- Kolkata vs Odisha
- Delhi vs Punjab
Rivalries are the lifeblood of football, they pack stadiums, spark viral storylines, and draw massive broadcasting interest. But true rivalries go beyond the game; they’re built on ideologies, cultures, and identities. They thrive on chaos, where bitterness and pride find their answers on the pitch.
The only way to execute it
This solution would have been far more effective if it had first been introduced at the youth level, with European academies leveraging their full brand to strengthen Indian football at the grassroots. Given the drastic changes in Indian football today, the better approach is to implement this new structure now, while gradually building top academies across regions in the coming years. This will not only nurture talent but also deepen and solidify strategic partnerships.
Broadcasting: The Key to Sustainability
Right now, Indian football’s biggest weakness is broadcasting. Unlike the English Premier League (EPL), ISL clubs earn little from TV or digital rights. To fix this, Indian football must learn from global models.
EPL (1992 Revolution)
- Clubs collectively sold rights instead of individually.
- Money was shared equally (50%), based on TV appearances (25%), and league position (25%).
- Today, even the bottom EPL club earns over ₹1,000 crore per season.
- In the 1990s, the EPL gave broadcasters in Asia (India, Malaysia, China) rights at very low or zero cost.
- Fans fell in love with the league. Today, Asia brings billions to EPL’s revenue.
Lesson for ISL: Sell rights centrally, distribute fairly, and guarantee every club a base income. Stream matches free or cheap across South Asia and to the Indian diaspora. Build the audience first, then monetize later.
LaLiga (2015 Reform)
- Spanish government forced collective rights sales.
- Smaller clubs like Sevilla and Villarreal became sustainable.
Lesson for India: AIFF may need to step in to regulate broadcasting distribution.
MLS (Apple TV Deal)
- Every game is streamed globally via Apple TV.
- Worth $2.5 billion, with worldwide access.
Lesson for ISL: Think digital-first. Offer global access via OTT platforms (JioCinema, YouTube, SonyLIV) with interactive content.
Broadcasting Reform: Learning from Global Models
| League | Model | Avg Club Revenue from TV (₹ Crore) | Key Lesson |
|---|---|---|---|
| EPL | Centralized rights, shared | 1,000+ | Equal share + performance incentives |
| LaLiga | Forced centralization (2015) | 500+ | Gov’t intervention needed |
| MLS | Global Apple TV deal | 150+ | Digital-first, worldwide access |
| ISL (current) | Monopoly, no fair share | <5 | Broken model |
ISL must adopt centralized broadcasting with fair revenue sharing.
Financial Estimates for Indian Clubs
If ISL reforms broadcasting & league structure:
| Revenue Source | Current (₹ Cr) | Projected (₹ Cr) |
|---|---|---|
| Broadcasting | <5 | 20–30 |
| Sponsorship | 15–20 | 30–40 |
| Matchday (tickets/merch) | 5–8 | 20–25 |
| Grassroots/Academy partnerships | <2 | 10+ |
| Total/Club | 25–30 | 80–100 |
A Roadmap for ISL & AIFF
- 20-club structure with pan-India representation.
- Promotion-relegation system to keep competitiveness.
- European club partnerships for branding, grassroots, and sponsorship.
- Fair broadcasting deal – no single broadcaster monopoly.
- Digital-first expansion targeting Indian diaspora and youth fans.
- AIFF oversight to protect smaller clubs from financial collapse.
If implemented, each club could realistically earn ₹20–30 crore per season from broadcasting alone, enough to reduce losses and reinvest in grassroots football.
Short Term (2025–27):
- End monopoly → allow JioCinema, Sony, YouTube, FanCode.
- AIFF reforms franchise fees → revenue-sharing instead.
- Introduce rivalries as marketing strategy.
Medium Term (2027–30):
- Expand to 20 clubs.
- Partnerships with top European clubs.
- Pan-India fan engagement strategy.
Long Term (2030+):
- Broadcasting revenues ₹3,000+ crore league-wide.
- Each club financially sustainable.
- Indian clubs competitive in Asia.
Final Word
Indian football cannot survive on passion alone. With AIFF’s vision of 20 clubs, rivalries, European partnerships, and a collective broadcasting revolution, ISL can move from a loss-making league to a sustainable, commercially powerful ecosystem.
The EPL’s 1992 model, LaLiga’s 2015 reforms, and MLS’s Apple TV deal all show one thing: sustainability comes from fair broadcasting. If ISL adopts this path, Indian football can finally thrive.
The Scouting Quest 