India★Soccer's Rising Popularity Challenges Traditional Cricket; New Soccer League to Launch This Fall

In India, where cricket has traditionally held sway, soccer's popularity is surging. TV viewership for the 2014 FIFA World Cup Brazil soared compared to the previous tournament. This fall, the new Indian Super League (ISL) is set to launch.

In cricket-dominated India
A stadium in Kolkata, where soccer enjoys relatively high popularity

Football fever is rising notably among young men. According to The Times of India online edition, this year's World Cup viewership is expected to reach 100 million, approaching the 120 million viewers for the Cricket World Cup. While World Cup commercial slots were nearly half the price of those during the Indian Premier League (IPL), broadcasters Sony Six and Sony Aath announced a 20-25% price hike starting from the quarter-finals, with over 80% of slots already sold. Ashish Bhasin, CEO of Dentsu Aegis Network South Asia, stated, "Ratings are as expected. However, the real beneficiaries are those who ran integrated campaigns across TV, outdoor, and digital media."

This fall, the new Indian Super League (ISL) is set to launch. Companies that secured franchise rights will establish clubs in eight cities nationwide, including the capital Delhi, Kolkata, Bangalore, and Mumbai. The tournament will be operated primarily by the All India Football Federation (AIFF), alongside conglomerate Reliance Industries Limited (RIL), sports management firm IMG Worldwide, and media giant Star India. Incidentally, the I-League already exists as a professional soccer league, but its recognition outside urban areas remains limited. Many teams are also facing financial difficulties.
The companies securing ISL franchise rights include television broadcaster Sun TV and satellite operator Den Network. Popular Bollywood actors and former cricket stars are also listed as individual investors.

For those involved in the final preparations for the ISL launch, the World Cup in Brazil serves as an ideal venue for gathering information. Simultaneously, it provides a recruitment opportunity to secure globally renowned players, coaches, trainers, and other staff who can compensate for the league's lack of experience.
If the ISL boosts soccer's popularity and produces star players, soccer athletes could become a viable alternative to traditional Bollywood actors and cricket players for corporate promotional activities. While some voices express concern about the progress, the national character is known for its ability to deliver at the last minute, making the fall launch a point of focus.