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focus on new business LEGACY OF THE FIFA U - 17 WORLD CUP opportunities TABLE OF CONTENTS LEGACY OF THE FIFA U - 17 WORLD CUP focus on new business opportunities

A. INTRODUCTION A broad discussion on the FIFA U – 17 World Cup, its successes, challenges and what it means for the Indian footballing landscape

B. IMPACT & KEY TOUCH POINTS A discussion on the major steps, changes and initiatives undertaken as part of the preparation for the tournament and the key points of impact for the footballing community

C. BUSINESS OPPORTUNITIES Based on an assessment of the World Cup's impact on Indian football's landscape, we will attempt to examine the new, relevant and tangible business opportunities, which have arisen in the wake of the tournament's conclusion. What are the key areas of the industry, which are open for intervention and what are the new doors, which have opened as a of the successful hosting of the tournament

D. THE ROAD AHEAD A brief discussion on the road ahead for Indian football, with a focus on hosting major tournaments, their viability, potential legacy and proposed long term impact on the Indian football ecosystem FOREWORD

2017 marked a historic year for Indian football. The country firmly established itself on the global football map, with the successful hosting of the FIFA U-17 World Cup in October. The tournament was embraced by the people of , and went on to break several records, making it the most attended FIFA youth tournament of all time. The response from the stakeholders, including FIFA as well as all the visiting teams was extremely positive and the feedback is a testament to the work done by the Local Organising Committee, all the staff and the volunteers.

On 28th October, the England U-17 team was crowned champions of the tournament, bringing the curtain down on a great event. However, for Indian football, this was the beginning of a long journey ahead. The landscape of the game has changed in India, and we look ahead to exciting and challenging times.

This report attempts to set out the key successes and features of the FIFA U-17 World Cup and the impact it has had on Indian football. It also helps the readers get an insight into the changing dynamic of the football industry in the country and the new opportunities emerging in the wake of the tournament, as part of its legacy.

Kushal Das General Secretary All India Football Federation ACKNOWLEDGEMENT

This is an interesting time for the Indian football industry, and the recent success of the FIFA U-17 World Cup was a good addition to the portfolio of India as a sporting destination. Following on from the tournament, there has been a visible change in perception of football in the country and the various stakeholders of the game have taken note of the same.

The growing popularity of the game provides new and diverse opportunities for entities to grow their presence in football. Stakeholders are beginning to see real value in the sport and for the first time, they see a possible return on the investments made in the football industry.

The Federation of Indian Chambers of Commerce & Industry (FICCI) has always stood for, and believed in promoting and providing support to newer industry sectors. The FICCI Sports Committee is committed to facilitating trade and business opportunities in the thriving Indian sports industry. Football is seen as a key sector by FICCI and we firmly believe that the future holds great things for the football industry in India.

We are pleased to release the report on ‘Legacy of the FIFA U – 17 World Cup (Focus on New Business Opportunities)’ and are confident that the report will provide a valuable insight into the tournament’s success and legacy for the football industry in India.

We express our gratitude to all individuals and organizations that have helped us in compiling this report through their direct and indirect involvement. My special acknowledgement to FICCI, and India On Track.

Deepak Jacob President & General Counsel, & Chairman, FICCI Sports Committee A. INTRODUCTION INTRODUCTION

6th December 2013 was a FIFA U – 17 World Cup. The success of the tournament also reflected in the eyeballs it attracted. With a cumulative notable day in Indian Now, in the wake of its viewership in India of 68 million, the FIFA Under-17 World Cup 2017 garnered the highest football, as the FIFA successful execution, the viewership among international football tournaments broadcasted in India. The numbers for the Executive Committee in its tournament has left behind a tournament rated better than those for the English and the Spanish league, LaLiga meeting at Salvador de strong legacy and footprint in India. The impact on the heart of Indian football is further emphasised by the fact that the Hindi Bahia in Brazil, chose to on the landscape of Indian and Bengali language feeds contributed to around 40% of the overall viewership while 56% of the grant India the privilege to football. viewership was from rural India. The finals between England and Spain in 's Salt Lake host the FIFA U-17 World , that witnessed a packed house of almost 67,000 fans, generated nation-wide interest, Cup in 2017. Uzbekistan, Local successes include scoring an average 2.2 million impressions.

Republic of Ireland and upgrading of key Azerbaijan were the other infrastructure, upskilling and countries in the running to training of a large pool of host the tournament. tournament staff as well as Our efforts towards leveraging adoption and and enhancing the popularity of The tournament was held implementation of technical the FIFA U-17 World Cup have from October 6th – 28th, at expertise to deliver a world- yielded excellent results and we “ six venues across India. The class event. On a larger hope that this will be a pivotal successful hosting of the global scale, India point for the rise of football in tournament marked many consolidated its presence as “ India. We would like to thank important landmarks for a relevant, solid footballing FIFA, AIFF and LOC for bringing India as a sporting, and nation and one, which is football's global standards to more importantly, a capable of executing large- Indian shores. footballing entity on the scale global sporting events. global map. Not only was Rajesh Kaul this the first time that India The tournament itself saw President, Sports and had hosted a FIFA several records broken. It Distribution Business tournament, it has already recorded the highest Sony Pictures Networks India kick-started conversations attendance for a FIFA Youth around future tournaments World Cup in the history of being brought here. the tournaments (1,347,133), surpassing the While specific numbers and FIFA U - 20 World Cup achievements linked to the Colombia 2011 (1,309,929). tournament are discussed in In fact, the attendance was greater detail in this report, higher than the marquee some of its most important ICC World Cup held successes lie in its impact in India in 2011. and legacy as far as Indian football is concerned.

In the 4 years leading up to the tournament, several initiatives were undertaken to prepare India to host the

09 A. Introduction A. Introduction 10 TOURNAMENT SUCESSES TOURNAMENT ATTENDANCE most attended FIFA 25,906 avg. Youth World Cup larger attendance than ICC World Cup 2011 13,47,133 68 MILLION 45% Cumulative Viewership Viewers were in India Female

11 A. Introduction B. IMPACT & KEY TOUCHPOINTS IMPACT & KEY TOUCHPOINTS

Infrastructure Tournament Venues Development and Upgrading

The most visible and facilities are available to tangible change brought players across India, about as a result of the providing access and World Cup is the significant opportunity, which did not development and upgrading exist earlier. of tournament venues and Kolkata facilities. A total of 6 (six) Stadium venues were used to host Capacity : 66,600 Capacity : 41,700 matches during the tournament, with each of the 6 stadia undergoing major renovations to bring them up to par with international venue standards.

In addition to the six stadia undergoing upgradation, major renovations were also undertaken at 26 (twenty six) training facilities across the New country. All the stadia and Jawaharlal Nehru Stadium DY Patil Stadium training facilities were Capacity : 58,000 Capacity : 41,000 brought up to par by making them compliant to standards set by FIFA.

There was strong emphasis on making the facilities athlete friendly, common fan friendly and media friendly. The impact and follow- through provided by the upgraded infrastructure is one of the key takeaways from the tournament. As a Indira Gandhi Athletic Stadium Stadium result, world-class training Capacity : 23,800 Capacity : 16,200

15 B. Impact & Key Touch Points B. Impact & Key Touch Points 16 IMPACT & KEY TOUCHPOINTS

Facilities Upgraded (Then & Now)

Utorda Training Site () Stadium Media Centre, VYBK Stadium (Kolkata)

Dressing Room IGAI Stadium (Guwahati) VYBK Stadium (Kolkata)

Lawn Bowl Ground, JLN Stadium () NMSA Training Site ()

17 B. Impact & Key Touch Points B. Impact & Key Touch Points 18 IMPACT & KEY TOUCHPOINTS

Upskilling Transfer of of Personnel Knowledge

To enable the successful partner services as well as Such training and capacity One of the key challenges experience and knowhow as Similarly, more than 80 implementation of any team management of the 24 building has resulted in a faced by countries, which are well as the capacity to groundskeepers across India tournament of such scale, it participating teams. qualified and well-trained inexperienced in the hosting deliver large-scale were trained in proper pitch is crucial to have a pool of pool of professionals, who of major tournaments, is the international tournaments. construction and volunteers and staff, who The capacity building and have under their belt, the presence of technical maintenance. In a country have received relevant and upskilling of personnel saw experience of having expertise across the industry In addition to the LOC team, like India, where out-dated appropriate levels of training 317 LOC staff engaged full- delivered a successful global as well as among key staff and volunteers who methods of pitch and upskilling. To that end, time on the project, working football tournament. This stakeholders involved in the were trained for the management continue to be the Local Organizing as per the standards set by enables India to explore the of such tournament, certain key used for the most part, Committee (LOC) played the FIFA. To support the LOC opportunity of bidding for tournaments. specific areas of the industry modern methods being most important role as the staff, there were also 1528 future tournaments as well benefited from the transfer introduced is a big help to body in charge of running volunteers, who were as utilizing the experience of The World Cup helped of knowledge and expertise. ensure quality footballing the show as far all deployed at the tournament this team to further pass on provide the required Some examples include facilities. tournament operations were across various areas of the knowledge to a greater knowledge and capacity to 2,000 safety stewards, who concerned. delivery. After being carefully number of professionals multiple departments of the were selected, trained and selected, all staff and across the country. This is concerned state deployed. Tournament As with any major volunteers underwent high key, given the rapid growth governments as well as venue safety is a very tournament, the key roles level of training to bring of sports leagues and those of the central important part of sporting and responsibilities included them up to par with global tournaments in India and the government, including The events globally, but was venue operations at all 6 standards of tournament high demand for qualified, Ministry of Youth Affairs and significantly lacking in India. stadia, media operations, operations. trained professionals. Sports. The respective ticketing, commercial bodies gained valuable

19 B. Impact & Key Touch Points B. Impact & Key Touch Points 20 IMPACT & KEY TOUCHPOINTS

Youth Integration into Engagement the Fabric of Indian Society

India´s successful stint with in some form. In a Mission XI Million is a mass Perhaps the most important fans to consume football the FIFA U – 17 World Cup tremendous success for the movement which will take achievement of the FIFA U – locally. The attendance and along with the success of the initiative, it managed to the beautiful game of 17 World Cup was one that viewership numbers Mission XI Million reach 11,229,757 children “football to at least 11 came off the pitch and one corroborate this fact. programme shows India's from 21,821 schools across Million boys and girls which may not have concrete serious intent of wanting to 470 cities across all Indian around the country. numbers to support it. For The setting up of local put itself on the global map states. Children in every state, many years, India has been heroes, visibility of Indian as a footballing nation. from to considered a sleeping giant players at the highest level

We also saw thousands of Kanyakumari, from Kutch to of world football. The and the emergence of clear, The Indian Government is young children attend the Arunchal Pradesh will get a selection of India to host the tangible progression committed towards matches at the tournament, chance to learn, play and “ tournament, along with the platforms have opened effectively changing the increasing the appetite for enjoy football. More than recent development of the unprecedented doors for sports scenario in India. Its the game across the youth of 15,000 schools around the new league structure and young players, making full-fledged support for the the country. country will be partners in unprecedented investment football an achievable, FIFA U-17 World Cup and this. into the game have provided viable choice of career. initiatives like Khelo India are Mr. Narendra Modi a much needed boost to testaments to the same. Prime Minister . The increase in the number of young children playing The core objective of the Football has arguably taken the sport on the streets, at

Mission XI Million initiative its rightful place as the local grounds and in schools, was to engage 11 million We have got the start. We second sport of choice in proves that the perception school children with football should not stop here. I hope India, only after cricket. of football is changing and we get the U-20 World Cup, There is an entire generation evolving into one, which can “so that the start gets even “ of young Indians, for whom be played anywhere, on any bigger momentum. I believe football is the sport of surface and by any number if things go like this, it's not choice as far as participation of players. The reach of the far when India will play in a and consumption are World Cup among female World Cup on their own. concerned. the past viewers as well as in the rural Col. Rajyavardhan Singh Rathore decade, Indian fans flocked areas is also indicative of the Minister of State to the more popular penetration of the game into Youth Affairs and Sports European leagues to satisfy the masses of the country. their appetite for the game and build affinity towards teams and players. However, the last few years have indicated that given the right backing, there is tremendous interest and desire for Indian

21 B. Impact & Key Touch Points B. Impact & Key Touch Points 22 In the wake of the successful hosting of the FIFA U – 17 World Cup, there has been a tremendous positive impact on the Indian footballing landscape. There are new, relevant and tangible business opportunities, which have arisen. These are the key areas of the Indian football industry, which are open for intervention and are the new doors, which have opened as a result of the successful hosting of the tournament.

C. BUSINESS OPPORTUNITIES BUSINESS OPPORTUNITIES

Youth Infrastructure Development Development & Training

With football having A direct result of the an opportunity to set up captured the imagination of growing popularity of the standalone football pitches the Indian youth, and various sport, is the increase in across the country. initiatives underway to take demand for quality facilities the sport to children around the country. Whether it is on- and footballing There are several the country, there now exists going recreational training or infrastructure. Whether at companies, who have a vast pool of young children academies for elite-level the recreational level, tapped into this growing eager to learn and play the players, there have been grassroots training or at elite demand for football sport. With realistic, tangible success stories across India. setups, there is a real infrastructure by setting up and attainable progression The same has also been demand for football pitches stand alone pitches, both platforms, football is being recognized by international and related infrastructure grass and artificial turf. While seen as a legitimate career rights-holders, as is evident across the country. artificial pitches have a path and the same is from the emergence of higher upfront cost of reflected in the attitudes of initiatives like IOT – Arsenal The upgrading of the installation, there is schools as well as those of Soccer Schools and the training facilities carried out significantly lesser parents. To enable the Liverpool FC International as part of the preparation for maintenance cost, and it has children to have the best Football Academy DSK the tournament has helped been seen that given the possible opportunity to Shivajians. in providing access to 26 right business model, the make it in the game, quality setups across India. upfront costs can be attitudes are changing However, large parts of the However, there is still a vast recovered in a short space of towards training country remain untapped at gap in the demand and time by renting out of the programmes and academies, the moment with majority of supply of high-class, well pitches to play. with parents now willing to the grassroots training being maintained football pitches pay for top-level coaching conducted in a fragmented across all states. Most of the While the access to football for their children. fashion by standalone footballing infrastructure in pitches is slowly increasing, entities. This presents a real India currently exists in especially in the larger cities, Most of the large-scale and immediate opportunity schools, and is therefore not there are a huge number of football training for entities to explore the available to the public. pitches, which are needed programmes in India have football training space at a across the country and historically been government regional as well as at a Historically, commercial recent business ventures driven or under the aegis of national level. opportunities in have shown that the same the AIFF. However, over the infrastructure have been can present a commercially past decade multiple private limited to big stadia or other viable opportunity for players have emerged in the large-scale projects. private entities. training space, and 'pay-for- However, over the past few play' models are increasingly years, the demand for easily becoming an accepted part accessible, low cost options of the football landscape of to play football has created

25 C. Business Opportunities C. Business Opportunities 26 BUSINESS OPPORTUNITIES

Fan Broadcasting Engagement and Sponsorship

With the wetting of the sustainability and existing and newer fans of The attendance and of viewers across age appetite of the Indian consolidation of the fan the game in India and viewership numbers of groups, women as well those football fan, and newer fans bases are unique to India, leverage the numbers to football in India, particularly in rural areas. The numbers being created everyday, and loyalty towards new build sustainable and those of the FIFA U – 17 present a golden there is a tremendous clubs and franchises will only commercially viable World Cup point towards a opportunity for broadcasters opportunity to tap into the increase over time. businesses. major breakthrough as far as to strategically invest in the growing pool and engage Indian sports audiences are right footballing properties, with them on an on-going One of the biggest concerned. The TV numbers as the viewership is only basis. Football has become challenges, which have in particular are comparable expected to grow on a year- the favoured sport for a emerged over the years as to those of cricket, which is a on-year basis. significant percentage of the far as football fans in India first for Indian sport. youth in the country, and are concerned, is the The TV numbers also with the emergence of commercialising of fan While it was always believed provide real opportunities digital media, the access and bases. The Indian market is that football in India had a for brands that want to reach for the sport has unique as far as spending very niche audience and invest in the sport, as for the spread across India. patterns are concerned, and properties such as the first time there is a real this is even more relevant in European leagues would return on investment in With majority of the youth the field of sport. Entities struggle to reach out to the football and the sponsorship being active online, digital have adopted models and masses, the reality has landscape is already media presents a platform, commercial approaches, proved to be very different. changing rapidly. The variety where Indian football fans which rely on the power of Domestic football, in in the audiences also makes are active and engaged on numbers, so as to leverage particular the Indian Super it a sensible and an on-going basis. The India's masses and League, as well as the FIFA commercially viable option numbers indicate that the customize their plans U – 17 World Cup have for consumer brands to sheer volume of football fans accordingly. thrown up unprecedented reach out to the masses via in India presents a great numbers in TV ratings, and an alternate platform. opportunity for rights- The World Cup has taken a opened up brand new holders and other entities to giant step towards audiences for the sport. leverage the football wave. strengthening the existing football fan base in India as The varied demographics, With local leagues out-rating well as creating newer fans who are now engaging with their foreign counterparts as overnight, as is evident from and consuming football, is a far as viewership is the varied demographics key indicator in proving that concerned, the clubs are that were engaged with the football has successfully already undertaking multiple tournament. This presents an managed to penetrate the initiatives to engage with unprecedented opportunity masses across the country their fans and grow their fan for entities to engage with and includes a high number base. The challenges of

27 C. Business Opportunities C. Business Opportunities 28 D. THE ROAD AHEAD THE ROAD AHEAD

One of the key takeaways of international standards, It is this approach, which the successful FIFA U – 17 without major overhaul. Such needs to be carried forward, World Cup project has been infrastructure and facilities as we seek to bring bigger that given the right pave the way for the youth and better events to India, approach, organization and across the country to and appreciate that many of leadership, the impact and embrace the sport and the successes and benefit of hosting a large- provides them a platform to achievements of these scale tournament can go recognize their true events will only be seen well beyond the event itself. potential. decades later.

In the lead up to the The FIFA U – 17 World Cup We as a country need to tournament, several key was not just a tournament appreciate that we are not initiatives were adopted, for India. It was a very bidding for and investing crucial projects undertaken important landmark in our only in tournaments, but also and strategic policies journey towards becoming a investing in the future of the implemented to ensure that footballing superpower. It sport for an entire the game as a whole was the was also a testament to the generation in India. real winner as far as football popularity and love that the in India is concerned. India game enjoys in the country. has put itself on the The 'football fever' that footballing map of the gripped the nation during world, and proved to the October 2017 needs to have global footballing on-going follow through and community that it has great be used as the stepping- potential and appetite for stone to grow and the game. consolidate the . We can now also claim to possess the capacity, ability Given the above, it can be and expertise to host big seen that the investment and ticket sports events in a efforts put into hosting short space of time. There is large-scale tournaments in already talk of India bidding India have to be seen not for the FIFA U- 20 World only as those made for a Cup as well as other particular event, but also as international sporting mega- investments made in the events. sport in the long term. The return on these investments We have seen that given the begin on the day India is vision and the right chosen as the host, and channelling of our resources, continue through the lead crucial factors like our up to the tournament, all the sporting infrastructure can way to several years after the be brought to up to par with last ball in the final is kicked.

31 D. The Road Ahead REFERENCES

'Outcomes from FIFA U – 17 World Cup India 2017', Javier Ceppi https://en.wikipedia.org/wiki/2017_FIFA_U-17_World_Cup https://en.wikipedia.org/wiki/FIFA_U-17_World_Cup http://www.fifa.com/u17worldcup/news/y=2017/m=10/news=england-make-history-as-football- takes-over-india-2918205.html http://www.fifa.com/u17worldcup/index.html http://www.fifa.com/u17worldcup/photos/all-photos.html http://www.thehindubusinessline.com http://indianexpress.com/article/sports/football-fifa-u17-world-cup/fifa-u-17-world-cup-records- unprecedented-viewership-rated-better-than-epl-la-liga-2016-17-4935898/ https://www.the-aiff.com/ http://www.mxim.in/ http://kheloindia.gov.in/

CREDITS

FICCI Team India On Track Team

Mr. Manish Ahuja Mr. Vivek Sethia

Mr. Amit Mantri Mr. Saurabh Mehta

Ms. Yamini Singh Mr. Manan Reddy LEGACY OF THE FIFA U - 17 WORLD CUP focus on new business opportunities

Amit Mantri Saurabh Mehta Assistant Director – Sports & Youth Affairs, Federation of Indian Chambers of Head Partnerships, India On Track Commerce and Industry Plot No. 29 - 31, 2nd Floor, Vasant Square Mall, Vasant Kunj Industry's Voice for Policy Change New Delhi- 110070 Bridging the knowledge gaps in Sports E: [email protected] Federation House, 1, Tansen Marg, New Delhi- 110001, India T: 011 - 65950004 T: +91-11-23487561 M: +91 - 9999 371 883 E: amit.mantri@ficci.com W: www.indiaontrack.in W: www.ficci.in