Strengthening Ties with Indian Football Fans
The English Premier League (EPL) has taken a landmark step by opening a dedicated office in Mumbai, underscoring its long-term commitment to India’s ever-growing football fan base. India has emerged as a key market for global sports leagues, and the EPL’s latest move is a strategic effort to strengthen its connection with millions of Indian supporters. Since 2007, the League has engaged in India through initiatives like the Premier Skills programme, which has trained thousands of coaches and young footballers across 18 states. Its partnership with the Indian Super League (ISL), which began in 2014, has led to collaborative governance projects, coaching exchanges, and the creation of the Next Gen Cup, a competition designed to bring together ISL youth squads and Premier League academy teams for high-level exposure.
Enhancing Local Operations for Deeper Engagement
According to Premier League Chief Executive Richard Masters, the Mumbai office will act as a hub for the League’s local activities, allowing it to deepen fan engagement, manage operations more efficiently, and support commercial partnerships. Masters emphasized that a physical presence in India will help the League understand local fan behaviour better, tailor initiatives, and strengthen relationships with broadcasters and sponsors. The India office is part of the EPL’s wider global expansion strategy, which also includes international offices in Singapore (2019), New York (2023), and Beijing (2024). These outposts serve not only as centres for fan engagement but also as strategic bases to tackle digital piracy and grow the League’s global brand.
Bringing the Match day Experience to Indian Fans
To replicate the energy of match day experiences for Indian audiences, the Premier League has partnered with Star Sports and PVR INOX to bring live match screenings to cinemas across India. This new initiative, called “Star Sports Select Screenings,” began in November 2024 and offers fans a unique opportunity to watch their favourite teams on the big screen, surrounded by fellow supporters. Cities like Mumbai, Delhi, Kolkata, Kochi, Guwahati, and Pune are among the first to host these screenings, where popular matchups like Liverpool vs. Manchester United and Arsenal vs. Chelsea are shown in real-time. The initiative aims to bridge the geographical gap between Indian fans and English football stadiums, offering an immersive social experience that goes beyond traditional TV viewing.
Expanding Fan Engagement Through Live Events
The EPL has also invested in interactive fan events to connect with supporters beyond screens. One of the most notable was the Barclays Premier League Live event, held in Mumbai in December 2024. This large-scale event allowed thousands of fans to watch live matches on a giant screen, meet former EPL stars, and participate in football-based games and workshops. The event reflected the EPL’s commitment to not just broadcasting football but building a community around it. Through such initiatives, the League hopes to nurture long-term loyalty and inspire younger audiences to actively participate in football, whether as players, fans, or professionals in the sport’s ecosystem.
Future Prospects for Football in India
India is home to one of the youngest populations in the world, and with rising internet access and sports media consumption, football is becoming increasingly popular among the youth. The Premier League’s Mumbai office signals a strategic shift from simply broadcasting matches to cultivating a comprehensive ecosystem of engagement. As viewership grows, so does the opportunity for merchandise sales, youth academies, grassroots programmes, and talent development partnerships. The EPL’s presence on the ground will also open doors for collaborations with Indian clubs, schools, and businesses, creating a ripple effect that could raise the overall standard and popularity of football in the country.
Conclusion: A New Chapter in Football’s Indian Journey
With the opening of its Mumbai office, the Premier League has taken a significant step toward integrating itself into the Indian sports and cultural landscape. This move represents more than just commercial expansion, it’s a recognition of the passion, potential, and promise that Indian football fans bring to the global game. Through localized initiatives, on-ground events, and immersive experiences, the EPL is not only strengthening its brand but contributing meaningfully to the development of football in India. As fans in India get closer to the game they love, the beautiful game itself gains new life in one of the world’s most dynamic and youthful markets.
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