FIFA’s Director of Marketing Division, Thierry Weil, believes India is a “sleeping giant” for the growth of football, and that the country is also an important emerging market for the sport commercially.

Weil is on an India visit to meet with prospective commercial partners as the country is gearing up to host the FIFA Under-17 World Cup next year.

“Research indicates that the commercial power is now shifting to Asia, and India and China are the key powerhouses…India is a sleeping giant for football,” he said.

“I think Indian companies already understand that football is growing very fast in India.

“Our mission is not only to convince our commercial partners in the country, but also convince the fans, develop the sport and increase the reach of the sport.”

FIFA will be looking to rope in six Indian brands as local commercial partners, also known as national supporters, for the Under-17 World Cup. Weil said talks are on and the first local commercial partner is expected to be signed up soon.

Is it tough to get Indian companies interested? The Under-17 World Cup comes with an exciting promise for fans to be able to watch the future heroes, said Weil.

“I would say it is an interesting opportunity as the first football World Cup is coming to India and will see a well-trained Indian team participating.

“We believe we will be successful in finding the right commercial partners not only to get revenues but also for activations that will help promote the tournament and the game, which is crucial for the event and the future of the sport,” he added.

Different strategy

FIFA may run an awareness campaign to promote the World Cup in India.

Though sponsors in India are known to come on board a little late, FIFA has a different strategy, he said.

Sponsors and commercial partners are involved right from the beginning — from the launch of the emblem till the end of the tournament.

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