The All India Football Federation (AIFF) took a significant step towards securing the future of the Indian Super League (ISL) on Friday by holding a virtual pre-bid conference for the league’s 2025–26 commercial and broadcast rights.
The meeting, chaired by AIFF President Kalyan Chaubey and Deputy Secretary General M. Satyanarayan, brought together some of the most important players in India’s sports broadcasting and digital media ecosystem at a time when the league is navigating one of the most uncertain phases in its history.
The pre-bid meeting, which lasted close to an hour, was described by sources as “patient and detailed”, covering a wide range of topics outlined in the Request for Proposal (RFP) issued by the federation earlier this week. The discussions reportedly focused on distribution models, production expectations, streaming possibilities and commercial structures, all of which will shape how India’s premier men’s football competition is presented to fans in the coming season .
Four major entities were represented in the meeting FanCode, Sony Sports Network, Zee Sports and UK-based sports marketing and media group Two Circles. Their presence highlights the competitive interest in the ISL despite the ongoing transition phase following the conclusion of Football Sports Development Limited’s long-term involvement with Indian football.
Sony Sports and Zee Sports bring deep legacy value to the table. Sony has remained an active player in Indian football in recent years, broadcasting tournaments such as the Durand Cup and the I-League. Zee, meanwhile, was a key commercial partner of Indian football between 2005 and 2014, when the I-League was still the country’s top-tier competition. Their return to the negotiating table indicates renewed confidence in the long-term potential of domestic football, even as the ISL enters a restructuring phase.
FanCode represents a different model. The digital-first platform has become a major destination for niche and emerging sports properties in India. Over the last year, FanCode streamed India’s participation in the CAFA Nations Cup as well as AFC Asian Cup qualifiers, gradually building a strong football-viewing base among mobile and connected-TV audiences. For the ISL, FanCode offers reach among younger, digitally native fans and flexibility in distribution, which is increasingly vital in a fragmented media market.
Perhaps the most intriguing presence was Two Circles, the only overseas entity in the meeting. Founded in 2011, the UK-based company has grown from a sports marketing consultancy into a full-stack sports data, content and broadcast solutions provider after acquiring Spring Media Group in 2024. With additional platforms like KORE Intelligence and Staylive under its umbrella, Two Circles now operates across marketing, fan engagement, live production and streaming. Its interest in the ISL suggests that Indian football is being evaluated not just as a television product, but also as a data-driven, globally marketable sports asset.
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Another potential bidder, Doordarshan, did not participate in the meeting, though it remains in contention. As India’s public broadcaster, Doordarshan has historically played a role in making major sporting events accessible across the country, particularly in regions without paid television or digital subscriptions. Its involvement would ensure national reach, though it is still unclear what form its bid might take.
Despite the strong turnout, not all parties are fully convinced about submitting formal bids. Sources indicated that some potential broadcasters are still weighing the commercial viability of the league under its new operational framework, especially after the end of the earlier centralised commercial model.
The AIFF formally floated the tender for ISL 2025–26 on January 18 and has kept the window for clarification open until January 27. The final deadline for submission of bids is February 1, 2026, leaving interested parties less than two weeks to complete due diligence, finalise financial structures and decide on consortium arrangements if required .
This compressed timeline reflects the urgency of the situation. The ISL is set to resume next month in a single-leg league format, and a broadcast partner must be in place to ensure production, distribution and commercial activation are ready in time. For AIFF, securing a stable, technically capable broadcaster is now a top priority, even if it means prioritising quality and reach over short-term financial returns.
The presence of both traditional broadcasters and modern digital and data-driven firms suggests that the ISL could emerge from this process with a more diversified media footprint. Whether it is Sony or Zee restoring high-end television production, FanCode expanding digital consumption, or Two Circles introducing advanced fan-engagement and data models, the choices made over the next week will play a decisive role in shaping the league’s next phase.
What is clear is that the AIFF is no longer merely looking for a broadcaster it is looking for partners who can help stabilise and rebuild the commercial ecosystem of Indian football. The pre-bid conference was not just a procedural formality; it was the opening move in a process that will determine how the Indian Super League is seen, followed and monetised in a new post-FSDL era.
