The I league has certainly evolved over time, but it hasn’t done enough to actually get people to fill seats or switch on televisions. Now who is to be blamed for this? The recent All India Football Federation and IMG Reliance tiff aside, I personally feel the I league can do much, much better and help gain traction with sponsors and viewers alike. Here are a few pointers from an unbiased third party who aims to see a self-sufficient domestic football league for India one day.

  • Invest

Throwing money on your franchisee is not the idea, but ensuring that your investment sees the desired effect is paramount. Better turf, better lights, better seat, better players and even a decent commentary team is necessary to hold on to the fickle viewers’ attention. The balance sheet does hold importance but the monies have to have a positive effect on the stakeholders.

  • Promote

Advertising may not have a large part of the budget with a lion’s share being diverted to the growth and development of these clubs which also incorporate a youth system. A basic start would be to identify pockets of fans and target them with social media at free or low costs to spread the word and make a regionalized fan base, much like the IPL. Employing Public Relations is imperative too as finding column space in leading publications around the country will only help the club’s case.

Top-of-the-mind recall is another reason why sponsors would pick you over another competitor simply because they feel they have read about you and are aware of your name vis-à-vis your competitor. Tie-ups with local bodies which could range from football academies to co-operative societies could help generate word-of-mouth which could translate to bottoms on seats.

  • Engage

How do your audience know who you are and what do you do? Talking to them through conventional routes and social media will keep them abreast of your club and therefore create a sense of belongingness. A simple twitter account engaging fans on the social media is a good start. Information or tid-bits of data could help build visibility and trust amongst the faithful.

  • Changes in the Format

Starting with smart scheduling of matches, which should completely avoid weekdays and finding a time when it doesn’t clash with the EPL could help. Using experienced camera person who can follow the ball and not put sluggish pictures on the television would negate any criticism about the basic handling of the matches. A green turf goes a long way on the television and a brown/bald patch is a certain eyesore. Selling rights to reputed channels will help find the right time slot and also experienced staff to lead the I league in to better days.

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