February 11, 2008

Beware the football threat

The IPL's biggest competition in India may come from an unexpected quarter - the English Premier League

Tottenham v Arsenal: coming soon to a stadium near you © AFP

The biggest sporting contest of the next few years may not be Chelsea v Manchester United, the Yankees v the Sox, Ferrari v McLaren, or Australia and India continuing their titanic cricket battle - it could pit one Premier League against another. The English Premier League's proposal to have its clubs each play one match a season abroad could spark the toughest, and perhaps only, competition for cricket's newest avatar in India.

It's a lot of ifs, buts and coulds, and it sounds fanciful and far-fetched - cricket is so deeply, almost indelibly, entrenched in the national ethos - and whatever happens is plainly several years down the line. But if they don't play their cards right, the men who run Indian cricket risk scoring an own goal. The Indian board has for long ignored the need to broad-base its income streams, focusing on maximising revenues from television rights while overlooking the need for a more holistic view of the game. They do not seem to realise that the relatively tiny constituency of eyeballs that brings in the TV money is also glued to European football, especially the English Premiership. The young, upwardly mobile Indians whom Lalit Modi envisions flocking to his IPL grounds, sitting in his IPL cafes in their IPL jerseys, could just as well spend their money on football.

It's no secret that India is emerging as a lucrative sporting venue. In the past week it hosted its first European Tour golf tournament (there's another at the end of February) and unveiled its first Formula One car. Tennis is big on the agenda: the Williams sisters are due here, even if Sania Mirza won't be playing at home for the next year. The growing power of the Indian economy and the sheer numbers of the audiences involved means that, eventually, all top sporting events will have some connection here, as an article in the London Observer spoofed a few months ago, tongue only half in cheek.

But it is football, the world's most popular sport, the one where the biggest bucks can be found, that is making a serious play for the Indian market. Over the past year India has been visited by football's top boss, Sepp Blatter, and his Asian counterpart; the chief executives of the Barclays Premier League and Chelsea football club; and the men who run Manchester United's youth programmes. Meanwhile Laxmi Mittal, the world's richest Indian (who has not, by the way, bought an IPL franchise) has invested in Queen's Park Rangers; his namesake (but no relation) Sunil Mittal, billionaire owner of the Airtel telecom brand, has forked out an unspecified sum, believed to be at least $25 million, to the All-India Football Federation for development work.

And now Premier League football, which - again, subject to the ifs and buts - could be played outside of England from 2011, a payback of sorts for the $1.2 billion it earned in overseas sale of TV rights for 2007-10. The Premiership's plan is not targeted specifically at India, of course; south-east Asia, Australia, the Gulf states, Africa and South America are all more viable destinations in the first few years of the plan. But India, with its happy confluence of money, masses and market economy, is the prized destination. Nick Massey, managing director of the global sports marketers Octagon, was almost prescient when he told the Observer last November that among the many changes in sport over the next ten years will be "attempts by English football clubs to 'break' the Indian market, starting with pre-season tours to the subcontinent."

India's ties with football are older than those with cricket, and possibly more intrinsic, as Blatter - who called India the "sleeping giant of world football" - noted while on his tour. Addressing India's top businessmen at a meeting organised by the progressive Confederation of Indian Industry, Blatter played the salesman's role to perfection. "We can offer you the platform and it's up to you to decide what you make of the fans", he said. "Football offers you an opportunity not only to be identified locally, regionally and nationally - football can bring India to the knowledge of the world."

In fact, corporate India has been at work on a similar vision for some time now. Telecast rights for India's national football league were bought by Zee, the group behind the Indian Cricket League (ICL), for $70 million in a ten-year deal effective 2005. Vijay Mallya's football connections predate his links with F1 and the IPL's Bangalore franchise - he bought over Kolkata's two traditional rival clubs, Mohun Bagan and East Bengal, a decade ago. Sometimes the links are bizarre: the Durand Cup, the oldest football tournament outside Britain, has been sponsored for the past two years by Osian's, the Mumbai-based art dealership and auction house of the swish set, and telecast on one of the news channels - often the specialised business channel - of NDTV, India's most respected news programming television network.

India has always had a football (sub)culture. In Kolkata, where the game took root in the 19th century, the city is sharply divided during every World Cup match between Brazil and Argentina. Goa, the former Portuguese colony, is unambiguous about its affiliations; you can find Portugal jerseys for sale in Fontainhas, the Portuguese quarter of the state's capital. It can safely be said that there are more fans at local football tournaments than there are at domestic cricket games, more even than at the final of the Ranji Trophy.

It is nobody's case that football will supplant cricket overnight in India, if at all. What could happen, though, is that football could improve at several levels. The local club culture - it already exists, with far more loyalty than the Mumbai or Kolkata IPL teams can hope for - could grow, as easier access to the world's best footballers has a knock-on effect

Now that culture is going upmarket. Live broadcast of English/European football began in India in the mid-1990s. Then came the cult film Bend it like Beckham, and soon football was sexy. A current promo for ESPN features John Abraham, star of the Bollywood football-themed film Goal, playing football in an Arsenal jersey; years before this, though, Sachin Tendulkar - yes, you read right - did a similar promo, clad in a Chelsea jersey. Official football merchandise is now available in the bigger cities, and when a senior official of IMG, the sports marketing and management firm, attending Manchester United's camp for kids in Goa said he saw "5000 kids wearing United shirts and all of them pirated", he was only highlighting the potential market.

Which brings us back to the eyeballs. First, for the reader outside India, let it be known that, just as the Indian viewer gets to watch top-class live cricket action from around the world, he can watch the best live European football - the English Premier League, the Spanish La Liga, the Italian Primera Liga, the Dutch, German, French and Scottish leagues, and the UEFA Champions League - at no extra cost.

Is anyone really watching all that, though? The respected media tracking agency Agencyfaqs says football viewership has been growing continuously in India. In 2006, it says, the English Premier League reached 42.8 million viewers in India, almost 50 per cent of the cable TV-wired homes. The target audience is mostly male, in the age group 15-plus, in the top four socio-economic categories. That is the exact identikit of your potential Twenty20 fan.

Of course, it can be reasonably assumed, as Peter Kenyon, Chelsea's chief executive acknowledged on his trip here, that India is sufficiently big for more than one sport to prosper. Indeed, it is. It is also nobody's case that football will supplant cricket overnight, if at all. What could happen, though, is that football could improve at several levels. The local club culture - it already exists, with far more loyalty than the Mumbai or Kolkata IPL teams can hope for - could grow, as easier access to the world's best footballers has a knock-on effect. At the same time, cricket will be losing its biggest-ever brandname, Sachin Tendulkar, and the average fan will have anyway seen Ricky Ponting and Kevin Pietersen in the flesh several times over.

Ultimately, India's retail economy is booming because it is aspirational; can there be anything more aspirational for the Indian fan than a slice of the world's biggest sport?

Jayaditya Gupta is executive editor of Cricinfo in India

Comments have now been closed for this article

  • Suda on February 13, 2008, 7:10 GMT

    While the article makes for interesting reading, it discounts that fact that India has strength in numbers and what this article is conveniently discounting is the urban rural divide.

    While footie is no doubt gaining on popularity it is not at the cost of cricket at all. Cricket continues to be the primma donna. What the author forgets is that the IPL watchers and EPL watchers are not mutually exclusive but in addition to these people there are others who will also watch IPL.

    Lastly with 2 billion eyeballs it would take for a bad marketeer to not get to his desired share, there is enough wealth, interest and market available to cater to all these needs effectively.

  • hayden on February 12, 2008, 23:25 GMT

    I know India's climate is different to here in Australia but cricket still is a summer sport and soccer a winter sport and for a country with a billion people both sports should complement one another with one being played in the others off season. I doubt soccer being played in India will have any effect on Indian cricket what so ever. Also the IPL is paying very good money in terms of what cricketers get paid, but even that is loose change compared to what the the worlds best soccer player get in Europe

  • Manish on February 12, 2008, 18:59 GMT

    Good article ... But football will never pick up in India because as someone mentioned below: lack of stars.Now India can't produce football stars overnight. Indians are not physically suited to play football and any amount of money is not the solution . Even if the European clubs do adopt a few kids and teach them to kick only one Dharasoo has been produced from the NRI lot who have all access to the facilities as any European kid. Firstly Indians need to develop a sporting mentality in general.

    I'm not sure if anyone has researched into why that seems impossible. 90% of the cricket crazy fans in India do not understand the pleasures in the small details in cricket which makes cricket cricket. They just watch a match as a Bollywood movie- hit picture - flop picture .

  • Shyam on February 12, 2008, 16:58 GMT

    I think the issue discussed here is one about an IPL-like football league. Imagine a team owned by Anil Ambani, featuring 8 top players from the European and South American leagues! Imagine 8-10 teams like that!! Will it not pull in the crowds? If such a league is created, I think it will definitely challenge the IPL circus!

  • Ajay on February 12, 2008, 7:28 GMT

    Like IPL where foreign players are coming, and persons like Mallya SRK are promoting it. Its is going to be a success. So why not start a football league in India which can be equal to the EPL in England, surely that would be a huge success and also Indian football will be hugely benifited. Indian football can come to international arena.

  • Suraj on February 11, 2008, 15:33 GMT

    Spot on - there is a reason why the IPL is modelled on the EPL. Football and Twenty20 are both suited to the needs of the changing sociological landscape of India. While cricket used to be an event for the whole family, watching national heroes take on the world, now we see yuppies heading to the pub after work for a drink and some footie. As the consumer culture of instant gratification gets increasingly ingrained in the Indian psyche, there is less will to sit through an ODI or a Test. Post colonial insecurities are giving way for a more confident generation that does not need to watch India beating another nation to build pride. Football along with F1, tennis and American basketball have been the sports with which the upper classes tried to distinguish themselves from the cricket-following masses. But if the EPL people decide to market themselves properly in India, it is very likely that football will no longer be an elitist fad.

  • Dhaval on February 11, 2008, 15:18 GMT

    Dear Mr. Gupta - What you present is an interesting theory, however, I will give you another analogy, which sort of contradicts what you are saying. Quentin Tarantino once said (while comparing Indian/US film industries with the rest of the world's) that Hollywood and Bollywood have survived so far, only because there are "stars" in both industries - all other entertainment industries, all over the world, have not been able to cope without any star power. The same is true with football in India. We have not had any star power which would allow Indian football to be as popular. Remember, cricket only became famous in India after 1983, when India won the World Cup. Until that point, it was a rich man's game. People like Sachin have made sure that the game reaches the masses and Dhoni, Raina, etc. who come from the smaller cities of India are living proof of that. Unless, India produces quality teams/players, football won't become popular in India - which by the way is sad.

  • Abhinay on February 11, 2008, 14:56 GMT

    This is some dream you are living. While I would be the first one to get excited about soccer's prospects in India, I highly doubt it will happen so. And to an extent that it can challenge cricket is nothing but an imagination, at best. Unfortunately, we Indians are slow and lazy people and less daring on fields. This shows in ccricket too. You can see the fitness level of our players compared to rest of the teams other than Pakistan, which is in an even worse situation than ours. The organiztions and the big people sitting at the top hardly do anything to improve the situation. Whatever they're doing is either on a show-only basis or very slow, which is why we are always catching up with big sporting nations. The fact is, Indians can never face the injuries and hardships of soccer. So, we should be glad we are good at cricket and improving in tennis. Don't even get me started on athletics and olympics.

  • Prem on February 11, 2008, 13:02 GMT

    lol i highly doubt wat you are insinuating. football has been played for years in india, that is correct, but how many players have we produced? what the situation of stadiums around the country is, is for everyone to see. & how can you say how many fans will flock to the ipl for mumbai's matches already? dint you see how many did for the t20 match against australia? even the icl thing had stadiums going full.

    no doubt sachin's gonna b history in the near future, but we have a match winner in rohit sharma & dhoni & yuvi with his six 6's are the new poster boys! :D

  • Sanjiv on February 11, 2008, 11:27 GMT

    Nice parallels of football with cricket. I don't think football can challenge cricket culture in India simply because football doesn't have any Indian star with World impact like David Beckham or Ronaldo, although it can certainly co-exist with cricket or Bollywood to entertain the Indian masses. Tendulkar may be finishing in few years time but he would be around to keep his influence going on in the future in one or the other form which would be more than sufficient for the Indian masses to keep the interest in the game. In the hindsight, Who knows this IPL/ICL can produce not one but many Tendulkars! Time will tell the difference. But for sure, I want to go back to India for the sake of entertainment! Sanjiv, Perth, Australia

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