When Indian football hit rock bottom, belief stepped in: ISL’s Rs 8.62 crore reset and a 300 million opportunity

Indian Super League’s (ISL) broadcast plummeted significantly this year, from Rs 275 crore per season to just Rs 8.62 crore. There are obvious reasons for the fall -- a shorter season with fewer matches and the lack of commercial partners, but most importantly, the chaos in Indian football, which at one point seriously threatened any possibility of having a top division league in the 2025-26 season.

The loss of commercial partner Football Sports Development Limited (FSDL) has been brutal for the All India Football Federation (AIFF), and the five-month delay in getting the ISL 2025-26 season underway is proof of it.

While setbacks have embedded themselves into the Indian football story like a mythical sword in stone, belief has remained just as firmly lodged within the chaos. The story of FanCode emerging ahead of everyone else to acquire the ISL’s media rights is born from that very belief.

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Yes, they have had to pay a paltry sum as against what JioStar were paying, but it was never about the cost; it was always about the potential. Football often gets lost in the sporting narratives in India due to the giant that cricket has become, but once you dig deep, you realise millions are waiting to be served. Not just top-qualifying European football, but our own desi leagues.

'300 million football fans in India'

It’s that potential number of fans who can be served, the unseen potential of the ISL, and its perfect alignment with the online streaming platform’s vision, which attracted the FanCode co-founder, Yannick Colaco, to the Indian Super League.

“We believe in sport. We believe in football. There’s a tremendous amount of following, especially among the younger generation. The growth of the game has to be facilitated by the stakeholders. The ISL clubs, AIFF, Sports Ministry have invested so much. It’s a no-brainer. We have an opportunity in this ecosystem to contribute...The ISL is the number one football tournament in this country. It has in the past 150 million fans across the country who support it. It was really important that the season happened,” Colaco, the former Managing Director of NBA India, told Firstpost.

While it may come as music to the ears of some fans and stakeholders, the even more consequential point was the full scale of the untapped potential.

“There are 300 million football fans in the country. I think that's the opportunity.”

This gap -- between 150 million ISL viewers and 300 million football consumers -- defines the ambition. For years, Indian football followers have passionately tracked the Premier League, La Liga, the Champions League, Ronaldo, Messi, Manchester United. The domestic game, meanwhile, has often struggled to command the same consistency of attention.

Colaco believes that the divide is bridgeable.

“I think every football fan, whether they are a football fan of La Liga, whether you're a football fan of Ronaldo, whether you're a football fan of Manchester United, has the potential to become an avid Indian football fan.”

But what is in it for the fans? Maybe consistency, quality, accessibility and a relatable product. The exit of FSDL has created a fear that the game may descend into an abyss that ruled the Indian footballing landscape not long ago.

ISL's new home has fans at the centre 

But the new broadcasters are aware and ready! The idea is not only to serve the big cities' boys or girls, but to use technology and make the matches and content available in a way that it’s consumed broadly, even in Tier-2 and Tier-3 markets. The ISL full-season pass is available for just ₹299 on FanCode. A club-specific pass is just ₹149 and individual match passes are ₹25. The commentary is also available in different languages to create relatability. Technology is being used to the best of its ability to make buffering and lag issues disappear.

“How does it most efficiently come to you? If you don't have a great bandwidth, how are you able to see it clearly without any buffering? And a subset of that, how do you, how does it take as little data as possible?”

“I think the thesis about being able to provide flexibility and choice essentially comes from us being a digital-first platform," Colaco said. “We are doing feeds in English, Hindi, Malayalam, Bengali and Tamil for Chennaiyin games.”

But efforts are not just limited to matches.

You want the fans to come to the platform and stay there for a while. Don't just watch a match and go away. When you stick with a product for a long time, a habit is formed. A bond is created that lasts forever. One would say maybe new fans would also be created.

“We are working with each club to run a program where we essentially select one super fan from each club and that super fan then follows the club throughout the season, goes to matches and training and essentially creates content. They basically tell the story of the club through the ISL season through their eyes,” Colaco revealed.

Then there is the longer view. It’s not a short-term game. Some loss here and there must not dissuade someone from looking at the larger goal and ISL’s full potential.

“There is a requirement for investment, there is a requirement to get fans more engaged. And that is something that we believe needs to be done over a few years. You can't look at it saying, oh, in one month and now I'm going to, you know, make Indian football tremendously successful for everyone.”

“The focus of Dream Sports as a group is make sports better. And we imbibe that in everything that FanCode does,” Yannick said.

That statement matters because broadcast platforms shape perception. If coverage is consistent, data-rich, innovative and fan-centric, the league’s credibility rises alongside it.