August 18 – Indian sports marketing agency Football Sports Development Limited (FSDL) has taken on the lead distribution for the Asian Football Confederation’s (AFC) broadcast rights in the Indian subcontinent.
The agreement covers India, Nepal, Bangladesh, Afghanistan, Bhutan, Sri Lanka, and the Maldives and includes all major AFC national team and club competitions, including Qatar 2022 qualifiers, Asian Cup 2023 qualifiers, AFC Women’s Asian Cup India 2022, the AFC Asian Cup China 2023, as well as AFC Champions League and the AFC Cup from the 2021 season.
FSDL will represent the rights for 2021-24 cycle. No detail was given of any financial guarantees that are being provided.
FSDL was established to develop Indian football as the commercial partner of the All India Football Federation, and to operate India’s top tier football league, the Indian Super League. The appointment of FDSL was made with the objective of generating “significantly more coverage of the AFC’s competitions on both linear and digital channels in a region where the passion for football has grown exponentially in recent years”, said an AFC press release.
Nita Ambani (pictured), founder and chairperson of FSDL, said: “This is a hugely significant development for Indian football. To bring Asia’s best footballing action for our fans is a key part of our long-term strategy, commitment, and desire to have as many Indian youths participate, follow, and engage with the sport. I believe the live telecast of AFC competitions to our homes will enable a generation of youth to follow the “beautiful game” and continue to raise and develop the profile of the sport.”
India has been a sleeping giant in terms of its commercial potential for football. There are signs that it is waking up regionally with the national federation hosting the next Women’s Asian Cup in 2022 and bidding for the men’s Asian Cup 2027.
Dato’ Windsor John, the AFC general secretary, said: “The AFC is delighted to enter into this partnership with FSDL, which represents another decisive step towards increasing the consumption of the AFC’s competitions and confirming football as Asia’s number one sport as outlined in the AFC’s Vision.”
Contact the writer of this story at moc.l1736599935labto1736599935ofdlr1736599935owedi1736599935sni@n1736599935osloh1736599935cin.l1736599935uap1736599935
