India may not appear in the top list of football playing countries of the world, but the Indian market is becoming a lucrative destination for the football superpowers. Arsenal started the trend in 2008 when they selected and trained 16 school kids to provide training at its training facilities in London. In the same year, the football fans of India witnessed the farewell match of Oliver Kahn at the Salt Lake Stadium, Kolkata. The high- profile match was attended by more than one lakh people. Inspired by the football madness of India, Bayern took an initiative to set up a football academy in West Bengal with an intention to extend its support to Indian football, but the project could not be implemented due to land and other issues. However, it does not prevent the other super players of world football to come to India. In 2008, the ‘God of Football’ Diego Armando Maradona visited the City of Joy, Kolkata. It was one of the rare opportunities for the football fans of the country to see, even touch a legend like Maradona.
A historic moment was created on 2nd September 2011 when Argentina faced Venezuela at the Salt Lake Stadium. It was, perhaps, the first opportunity for the football lovers of India to see football greats playing together in the soil of India. The crowed was mesmerized by the prowess of magical Messi. The match created huge hype which could be used in creating an awareness of football in India.
In recent time, a number of famous football teams are making attempts to make their presence felt in India. Liverpool Football Club has set up its official football academy at Noida while Barcelona will start a soccer camp in Delhi in early 2012. Manchester United has already started various commercial initiatives to promote its brand in India. Bayern Munich is making an attempt to enter into the Indian market by organizing the FC Bayern Youth Cup, a two-city U-16 talent scouting program. This is a joint initiative by Bayern, Audi and Adidas to promote football in India. The selected talents will have the opportunity to represent the country at the Allianz Arena just after the Champions League Final in Munich. These initiatives by the football powerhouses prove their willingness to establish their brands in the vast market of India.
How far these initiatives will help Indian football? Without doubt, it can be said that a number of initiatives, which had been started earlier, failed to provide any impetus to Indian football. These attempts are viewed by many as the business propositions. However, this is not the right time to make a comment on this. If some of the talents from these academies will represent India at the international level or will participate in the prestigious Leagues in football developed countries, then we can say that Indian football is benefited by these efforts. We are waiting to see the future impact of these initiatives on Indian football.
