The document discusses the Indian Super League (ISL), a professional football league established in 2014 to help develop football in India and qualify the national team for the 2026 FIFA World Cup. It provides details on the founding and structure of the ISL such as the teams, sponsors that invested hundreds of crores, and marketing strategy focused on digital platforms like Twitter. The first season was held from October to December 2014 and was won by the Kolkata team. Plans are discussed for an even bigger second season in 2015.

1. “A first move for India to become a global football power and qualify for the 2026
FIFA World Cup”
Come on, India Let’s football

2. About Indian Super League
• Officially known as the 2014 Hero Indian Super League established in 2013
• It is co-promoted by IMG-Reliance & Star India and supported by All India Football
Federation (AIFF)
• The First Season season kick off on Sunday 12th October 2014 and concluded with
the final on Saturday 20th December 2014
• USP is the first time international players played along with the Indian Football
players along with support of big industrialists, cricketers and Bollywood celebrities
• Auction with bidding for team took place in march 2014 interested ones would have
to gain a tender form for an ISL team
• On 13 April 2014 the winning bidders were announced most expensive city to be won
was the Kolkata team

3. Teams

5. Brand Association with Teams

7. Main Sponsors

8. Money Involved in Sponsorship
• Sponsorship signed for three years
• The title sponsorship- Rs 20 cr. a year(approx)
• Associate sponsorship Rs 8 cr. and official partners pay Rs 3-5 cr. a year
• Rs. 45-50 cr. on licence fee, player acquisition, training and management, and
promotions
• Promoters, franchises and sponsors have shelled out an estimated Rs 800 crore
• Rs. 300 crore spent by the promoters IMG-Reliance and STAR India
• Rs 350 crore by the franchises and Rs 150 crore in advertising and sponsorships
• This, of course, is nowhere close to the Rs 3,000-3,500 crore riding on the
Indian Premier League.

9. Marketing
• The Hero Indian Super League ceremony launching ceremony was on
Thursday 28 August (28-8-2014)
• The campaign was launched during Sunday's T20 cricket match between
India and England - followed by a heavy promotional blitz across Star
Network
• The main aim of the campaign was to create a large viewership for ISL but
also to generate more awareness about Football in India
• The league was majorly marketed digitally on Social Media websites
• Twitter was used most extensively.

10. Digital Promotion
Twitter (Core): Awareness, Match Updates, Engagement
Facebook (Subordinate): Awareness, Engagement
Wikipedia (Subordinate): Branding
YouTube (Subordinate): Match Videos, Engagement
Instagram (Subordinate): Players off the field pictures
Mobile App (Subordinate): Engagement
Microsite (Subordinate): For Seasons updates, Statistics, Schedule
Word press (Subordinate): Awareness, Match Summary

12. ISL 2015
• The 2015 Indian Super League season will be the second season of the Indian Super
League
• Kick’s off on 3rd October and will end on 6th December, with the finals beginning on
11th December and concluding with the final on 20th December 2015
• This time its going to be bigger than Season one

13. Winner of 2014
Kolkata
• As Kolkata are this seasons defending champions they have made positive moves in
terms business
• Kolkata have there official tie up with Athletomadrid
• Plus 500 being where one can buy football sports equipment
• Fashion for all (Men's, women's & kids) including baby toys and accessories