This document discusses the opportunities for investment and development of professional football in India. It notes that investment is needed to build world-class infrastructure like stadiums and academies to develop talent and generate revenue. Establishing successful professional football clubs and academies in India could create profitable global brands, help India qualify for the FIFA World Cup, and realize the vast potential for football in India and Asia. The document outlines factors to consider and support that could be provided to help investors establish sustainable professional football businesses.

2. Football’s Virtuous Circle
Investment
Revenues Players
Success
CONFIDENTIAL

3. To Be the Best, Invest in…
• Best Coaches & Technical Staff
• Best Players (Names & Entertainers)
• Best Commercial & Administrative Staff
• Best Infrastructural Facilities
• Best Commercial Partners & Investors
CONFIDENTIAL

4. Revenue Sources
• Centrally Generated Revenues
• Match-Day: Ticketing; Hospitality Etc
• Merchandising & Licensing: Products & Services
• Media Rights (including Internet & Mobile)
• Sponsorship & Advertising
CONFIDENTIAL

5. Determinants of Potential
• Location
• Size & Quality of Supporter Base
• Competitions (Country, Continent, World)
• Facilities (Key: Stadium, Academy & Website)
• Product & Service Offering
• Brand Profile & Reach
CONFIDENTIAL

6. Revenue Enablers
• Win Consistently (especially at Home)
• Entertain (Match Day ‘Event’)
• Star Names (Glamour)
• Local Players (‘One of Us’)
• Community Focus (‘local’ club)
• Website (Global Reach)
• CRM Database
CONFIDENTIAL

7. India: Part of Vision Asia Project
On September 17 2002, AFC President Mohamed Bin Hammam
launched that visionary project, which was in essence, a master plan
that would serve to propel Asian football into the realms of excellence
on the international arena.
CONFIDENTIAL

8. India: Part of Vision Asia Project
Vision Asia possesses six geographical zones – West Asia, South and
Central Asia, East Asia, China and India.
China and India were treated as an individual entity for action in the Vision
Asia plan as both countries, by virtue of their huge population, presented an
immense potential for progress to the top echelons of not just Asian, but
international football.
Vision India is the part of Vision Asia Project launched by the AFC President
Mr. Mohammed Bin Hammam with a vision to prepare Asian countries in
best possible football environment (infrastructure, administration, sports
sciences, technical staff, etc.,) so that one day Asian team wins the FIFA
World Cup. The AFC President has a firm belief that Asia with 3.7 billion
populations has the potential to produce many world class football nations.

9. India: Part of Vision Asia Project
Under Vision Asia project in each of the pilot project countries
11key elements of football will be developed so as to catch up
with counterparts in Europe and the rest of the world. The
eleven elements are:
National Association & Clubs
Marketing
Grassroots & Youth
Coach Education
Referees
Sports Medicine
Competitions
Media
Fans
Futsal
Women Soccer

10. Positives: India’s Market Base
In Asia: Middle Eastern Gulf States, Japan, South
Korea, China, all made Rapid Development
from Low-Base of Football Infrastructure &
Ability.
India: Very Much Unplanned With Major Indian
Corporates & Investors have Non-Cooperation
attitude towards Indian Football, Slow Developing
Economy; Market base is 2nd biggest after China &
rated One-Sixth of Worlds Population; But Has
Huge Football Potential & Urgently Need To
Develop World Class Soccer Infrastructure With
Youth Development & Proper Scouting.
CONFIDENTIAL

11. The National Team
Team India:
FIFA & AFC Committed to Facilitating Development of
Football in India & to Creating Strong Team India.
Success of National Team Fundamental to Success of
Professional Club Football in India (& vice versa)
Adequate Space in Football Calendar for International
Fixtures & Camps
CONFIDENTIAL

12. India: Interest & Support
Growing Global Awareness of India:
Increasing Audience & Popularity in India for FA Premier
League etc
Football Federations Looking to India: England, Germany,
Portugal, Spain etc.
Top European Clubs Looking to India: Arsenal, Manchester
United, Chelsea, Barcelona, AC Milan, Liverpool, Bayern
Munich
Strong Support from FIFA & AFC, & ‘Football Family’
Bayern Munich v Mohun Bagan, Attendance +125,000
CONFIDENTIAL

13. Mohun Bagan v Bayern Munich
Illustrating the Potential of Indian Football
CONFIDENTIAL

14. India: Challenges
Structural Issues:
Poor Infrastructure (Nationwide Investment Required)
Poor Technical (Coaching) Capability
Low Stock of Quality Indian Players In Senior National
Squad. However India has huge talent pool, poor scouting
is spoiling the Youth Talent & Development. More
Residential Academies should come up at par with Global
Standard in all the States of India.
Persian Gulf countries can look out for investments in
India & Subcontinent areas, particularly where they can
pull ROI from 4th or 5th years onward as well as can utilize
the services of the youth players for their clubs on less
investments, which became a huge burden for the global
clubs.
CONFIDENTIAL

15. I-League: A New Era
Process of Change has Started:
New Corporate Backed Teams: Delhi, Pune, Mumbai
More Expected To Come: TATA…but others !!!!!!!!
Investment in New Stadiums (e.g. Pune FC)
Investment in Residential Academies (All I-League clubs + Others)
Investment in UEFA Pro Coaches (Pune FC; Mumbai FC)
Partnering Foreign Clubs to Access Expertise
Strong Community Focus
Greater Professionalism
Competition Will Stimulate Overall Progress
CONFIDENTIAL

16. Forcing Higher Standards
Regulatory Regime Will Impose Higher Standards:
FIFA Programmes & Investment
AFC: Entry to AFC Champions League (Key)
Vision India… execution is not up to the mark!
Club Licensing Scheme
Investment in New Stadium
Investment in Academies
Expert Technical Support
More Direct Corporate Ownership/Involvement
CONFIDENTIAL

17. Football: Opportunities
CONFIDENTIAL

18. Professional FC…an example
Opportunity & Strategy:
Establish Club as Independent Legal Entity
Build Stadium & Academy
Partner with EPL Club or Similar Other
Develop World-Class Indian Players
Generate Substantial Revenues
Become Leading Club in Asia
Build Global Football Brand
Help Take India to FIFA World Cup Finals
CONFIDENTIAL

19. Professional FC: Global Brand Vehicle
EMIRATES Football Stadium.
CONFIDENTIAL

20. Professional FC
Key Factors:
Location: Football Culture & Infrastructure
Location: Population, Prosperity, Growth
Location: Local Economy (Size, Composition, Resilience)
Branding: ‘City Name’ for Club; ‘Corporate Name’ for
Stadium
Investment: Management; Players; Stadium; Academy
Marketing: ‘Personalities’ (Heroes); Community-Connect;
Fan-Addiction
CONFIDENTIAL

21. Academy
Key Factors:
Essentially requires interested Investor/s for a Premier Indian FC. For last
100 years, nothing had been for soccer development in India & Sub-
continent.
Academy (Ideally) Needs to be Attached to a FC
Long-Term Investment (Probable 3-5 Years Before Return)
Residential with World-Class Facilities (Valuable Asset)
Coaching Expertise & Selection of Scholars Critical
Significant Long-Term Profit Potential
CONFIDENTIAL

22. Our Role
CONFIDENTIAL

23. Business Support
Could Manage the Professional FC & Academy Operation under a Management
Contract, or Provide Support in Specific Areas as Required:
Bridging Soccer Business Communication with India & Fastest
Emerging Nations of GULF as well as Club & Academy Tie – Ups With
top FIFA ranked countries.
Branding: Development
Marketing & Media Management
Community Programmes: Design, Activation
Revenue Maximisation: All Areas
CONFIDENTIAL

24. Support
Can Negotiate & Manage a Partnership with Investors,
International Football Clubs & Academies of repute
which would include:
Support to Corporate FC & the Academy
Help To Recruit Selectors on behalf on clients for
Selecting Young Players
Advice on Investment & developing in New
Facilities
World-Class Advice on Sports Science
CONFIDENTIAL

25. Business Is Football
Suman K. Dutta
e-Mail: sport.management@live.in
Skype: football.marketing
http://sumandutta.sports.officelive.com
CONFIDENTIAL