India Insights

Global brand, Man’ United – 300 million fans worldwide? – are tipped to tour India 2010. Kick crickets Indian Premier League (IPL) in with the 2010 Commonwealth Games, and India chases promotion to sport’s major league.

In the Guardian, United’s Chief Executive, David Gill is quoted saying, “India is interesting, we have been approached to go there and we are looking at some soccer school opportunities.”

So interesting in 2007, The Times cited United as the first foreign club to talent-spot India. The All India Football Federation and Indian telecommunications group Airtel, backed and bankrolled United’s trial of 5,500 Indian youngsters, the 12 best to train in Britain. Said Sir Alex Ferguson, the United manager “… in India the potential for football is enormous.”

And India offers potential cash growth from sport, for the nation idolises sports stars and celebrity. And with half the population under 25, the key consumer base exists. IPL’s revenue for its first tournament in cricket crazy India was conservatively reported as £77.5 million due to sponsorship, media contracts and franchise sales.

Deloitte’s Deloitte Football Money League 2008 has United the world’s most profitable football brand. Its raft of international sponsors, AIG, Nike and Budweiser from the US, Spanish property consultant Hestiun, South Koreas Kumho Tires, helped grow United’s commercial activity which revenued some £55 million of the club’s 06/07 season £212 million total. 

Expect United to play in a major Indian city. Likely to be a friendly – but don’t forget the English Premier League’s idea to add an extra fixture to the domestic season to allow clubs to play a match in new markets.

Expect United ‘s signing of further support for grassroots football initiatives, of ‘feeder’ agreements with top local teams to funnel talent into the United system.

Expect United to make MUTV fully available to subscribers. In the 2006/7 season some 42 million Indians reportedly watched the English Premiere League.

Expect sponsors like AIG to create local products and partnerships to fully exploit the United brand and profile.

Expect other clubs to follow.

Expect India to enter the big league.