Having surprised the football pundits with its smashing success in the inaugural season, the second edition of Indian Super League that begins on Saturday, has doubled its sponsorship revenue with the franchise owners expecting to break even by the end of the fourth year.
The ISL venture, which features some of the top international footballers though mostly in their early thirties, became an instant hit, attracting a huge number of fans to the venues in all eight cities.
The tournament organised by the IMG-Reliance along with broadcast partners Star Sports and approved by the All India Football Federation became the fourth most attended league in the world in its inaugural season itself.
In its second year, the league, which kicks off with a match between defending champions Atletico de Kolkata and Chennaiyin FC at the Jawaharlal Nehru Stadium in Chennai on October 3, has got positive response from the corporate world and it is learnt that the sponsorship revenue earned by the ISL organisers has touched Rs. 100 crore.
“The sponsorship revenue has almost doubled up in the second year. From last year’s Rs. 55 crore, the sponsorship revenue has touched Rs. 100 crore this year. This shows the corporate sector is upbeat about the business model of the ISL,” an ISL source told PTI .
The ISL website shows Hero as the title sponsor and Maruti Suzuki and Flipkart as associate sponsors, of which the latter is the new signing.
The official partners are Amul, Puma, Muthoot Group, Gatorade, Volini, DHL, Seagram’s Imperial Blue Music CDs, UQuit IQuit.
It is not only in the case of ISL organisers but the eight franchises are also attracting more sponsorship this year.
“From last year’s Rs. 5-6 crore price tag on the front jersey sponsorship, it is now up to Rs. 8-10 this year for the same space,” a franchise official said.
“At this rate, we are expecting to break even by the end of the fourth edition,” the official, who did not want to be named, said.
ATK has announced their tie-up with construction Steel Company SRMB Srijan Ltd as one of the six sponsors on their jersey this year.
Last year they were allowed five main sponsors while this year that number has grown to six and ATK have got the sixth one. The team will sport SRMB Srijan logo on the front left jersey-chest.
There’s no restriction on associate sponsors and ATK claimed that they have finalised 12 of them, up from 7-8 from last year.
The club’s main sponsor is Indian telecommunications corporation Aircel, while its partners are Kolkata-based underwear brand Lux Cozi and insurance firm Apollo Munich
Another franchise Pune FC City have added sportswear major Adidas as their kit sponsor this year and they are excited about it.
“Getting such a big brand like Adidas for a three-year deal as our kit sponsor is a big achievement. Nobody gets Adidas but we got it,” a club official said.
Pune City FC has Fair and Handsome as lead sponsor and HRX and Adidas as co-sponsors.
