The Indian Super League (ISL), launched in 2014 by IMG-Reliance in collaboration with Star India, marked a significant transformation in Indian football. Drawing inspiration from the successes of leagues like the IPL and Pro Kabaddi, the ISL aimed to promote local talent and attract global stars, with the broader vision of helping India qualify for the 2026 FIFA World Cup.
ISL Football’s Franchise Model and Sponsorship Game
The league began with eight city-based franchises, each paying an annual franchise fee of Rs. 15 crores. Hero MotoCorp secured the title sponsorship rights for a three-year period, contributing significantly to the league’s visibility and finances. The centralized sponsorship pool generated Rs. 100 crores in its first year, of which Rs. 80 crores were distributed among franchises. However, each team spent around Rs. 30–40 crores during the initial season, and expectations of revenue parity with the IPL were not met, leaving franchise owners somewhat disillusioned.
Despite initial financial hurdles, the ISL brought much-needed attention to Indian football. It introduced a structured, professional setup similar to global football leagues. This new model offered young Indian players a platform to compete alongside international players, thus raising the standard of the game.
The ISL’s efforts at commercializing football were instrumental in shifting the perception of the sport in India. While challenges remain, especially in terms of fan base and long-term sustainability, the league laid a strong foundation. Today, the ISL continues to evolve, with more strategic investments and efforts being made to grow Indian football both in terms of talent development and global competitiveness.
Recent Developments in the Indian Super League (2023–2025)
1. Legal and Structural Integration with AFC Roadmap
In line with the Asian Football Confederation’s (AFC) roadmap, the ISL was officially recognized as India’s top-tier league by the All India Football Federation (AIFF) in 2022–23, ahead of the I-League. This formalization has led to direct slots for ISL teams in AFC continental competitions.
- Regulatory alignment with FIFA and AFC licensing criteria for clubs.
- Greater emphasis on financial fair play and youth development programs, as required under the roadmap.
2. Increased Investment and Private Equity Interest
Since 2023, the ISL has seen growing interest from private equity and venture capital firms, particularly in clubs like Kerala Blasters, Bengaluru FC, and Mohun Bagan Super Giant. These investments are focused not only on team operations but also on infrastructure development, grassroots scouting academies, and AI-powered performance analytics.
3. Women’s ISL and Grassroots Expansion
The AIFF has proposed the launch of a Women’s Indian Super League (W-ISL) by 2026, modeled after the ISL’s structure, to promote professional women’s football in India. Simultaneously, many ISL franchises have begun investing in grassroots programs, aligning with FIFA’s Talent Development Scheme and strengthening youth pipelines.
4. Legal and Compliance Frameworks Strengthened
As football in India grows, so do the legal complexities. ISL franchises and the league body have introduced:
- Standardized player contracts and dispute resolution clauses, reducing player-agent conflicts.
- Greater clarity on image rights, player endorsement deals, and intellectual property use.
- Efforts to comply with GDPR-like data privacy norms for fan engagement platforms and ticketing.
Additionally, AIFF has moved toward developing a dedicated Sports Arbitration Mechanism for resolving club and player disputes, as civil courts remain slow and ill-equipped to handle time-sensitive sports matters.
5. Media Rights and Digital Transition
In 2023, Viacom18 acquired the ISL media rights, replacing Star Sports. The new deal emphasized digital-first broadcasting through platforms like JioCinema, significantly expanding the league’s online reach and fan engagement through immersive technologies (AR/VR, real-time stats, and multilingual commentary).
ISL: The Driving Force Behind the Future of Football in India
The Indian Super League has undeniably altered the football landscape in India. From its initial struggle for relevance to now being the country’s official top-tier league, the ISL is progressing toward becoming a self-sustaining football ecosystem. With legal reforms, infrastructure investments, grassroots expansion, and a focus on both men’s and women’s football, the ISL is no longer just a bold experiment, it is becoming the engine of Indian football’s future.
This Blog is written by Saumya Soni, advocate, Supreme Court of India.
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