The All India Football Federation (AIFF) has taken a significant step towards shaping the commercial future of Indian football by opening bids for the Request for Proposal (RFP) for commercial rights related to its key domestic competitions.
The move marks a crucial phase in the federation’s efforts to build a sustainable and commercially viable football ecosystem across both men’s and women’s competitions.
The RFP process covers some of the most important tournaments under the AIFF umbrella, including the Indian Super League (ISL), the Federation Cup (formerly known as the Super Cup), the Indian Women’s League (IWL), and the second-tier Indian Women’s League 2. These competitions collectively form the backbone of India’s domestic football structure, spanning elite men’s football to the rapidly growing women’s game.
A total of three organisations submitted bids for the commercial rights, reflecting strong interest from stakeholders within the sports business ecosystem. FanCode and Genius Sports emerged as bidders for the commercial rights related to the ISL and the Federation Cup, while Capri Sports placed bids for the women’s competitions the IWL and IWL 2.
The presence of established sports technology and streaming platforms like FanCode and Genius Sports underlines the increasing importance of digital distribution, data integration, and fan engagement in modern football ecosystems. Meanwhile, Capri Sports’ interest in the women’s leagues signals growing commercial recognition of women’s football in India, which has seen steady progress in recent years in terms of participation, visibility, and performance at the international level.
One of the most notable aspects of the bidding structure is the long-term nature of the proposed agreements. The commercial rights are being offered for a 15-year period, with an additional provision of a five-year extension. The inclusion of a “right of first refusal” clause gives the selected bidder the opportunity to retain the rights beyond the initial term, ensuring continuity and long-term planning.
From a strategic standpoint, this extended timeline is critical. Football ecosystems require sustained investment in infrastructure, marketing, grassroots development, and broadcast quality. A long-term commercial partner can align with these objectives, enabling structured growth rather than short-term gains.
Additionally, the proposal includes a built-in annual escalation clause, with a five per cent increase in value each year over the duration of the agreement. This ensures that the commercial value of Indian football properties grows in line with inflation, market expansion, and increasing audience engagement. It also provides financial predictability for the federation, which can be reinvested into development programmes, league operations, and national team pathways.
The bifurcation of rights between men’s and women’s competitions is also a noteworthy development. While the ISL remains the flagship competition with established commercial value, the dedicated bidding process for the IWL and IWL 2 indicates a deliberate effort by AIFF to create independent commercial identities for women’s football properties. This approach could pave the way for targeted marketing strategies, sponsorship opportunities, and audience development specific to the women’s game.
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The next step in the process involves a detailed evaluation of the submitted bids. The bid evaluation report will be presented to the AIFF Executive Committee, which is scheduled to meet on March 29, 2026. A final decision is expected on the same day, bringing clarity to the commercial roadmap of Indian football for the next decade and beyond.
This development comes at a time when Indian football is navigating a critical phase. With increasing focus on youth development, women’s football, and league structures, securing the right commercial partnerships becomes essential for long-term sustainability. The outcome of this bidding process will not only determine revenue streams but also influence how the sport is packaged, broadcast, and consumed across the country.
For the ISL and Federation Cup, the emphasis will likely be on enhancing broadcast quality, expanding digital reach, and improving fan engagement. For the IWL and its second division, the priority will be visibility, sponsorship integration, and building a consistent competition calendar that supports player development.
Ultimately, the AIFF’s decision to open long-term commercial rights bids reflects a broader shift towards professionalisation and strategic planning in Indian football. By aligning commercial interests with developmental goals, the federation aims to create a more robust and globally competitive football ecosystem.
As stakeholders await the Executive Committee’s decision, the focus will remain on selecting partners who can not only maximise commercial value but also contribute meaningfully to the growth of the sport in India.
