The All India Football Federation (AIFF) has entered into a landmark commercial rights agreement with Shrachi Sports Endeavour Private Limited to produce and broadcast 338 matches across its premier competitions in the 2024-25 season. This includes flagship events like the I-League, IWL (Indian Women’s League), I-League 2, and prestigious national championships such as the Santosh Trophy and the Rajmata Jijabai Trophy.

Expanded Reach Through Sony Sports
In a move to expand Indian football’s visibility, Sony Sports Entertainment Network (SSEN) will stream these matches on its app, while 110 of the 132 I-League matches will be telecast live on the Sony Sports Network, ensuring widespread accessibility for fans nationwide.

AIFF Secretary General Anilkumar described the partnership as a pivotal step in Indian football’s journey toward gaining greater exposure and recognition.

“This significant partnership will help Indian football get the necessary exposure to thrive and inspire future generations,” he stated.

A Game-Changing Collaboration
Rahul Todi, Managing Director of Shrachi Sports, called the partnership a historic milestone for the organization.

“This collaboration will provide a global platform for India’s men and women footballers to showcase their talent. By delivering high-quality HD content, we aim to elevate the viewing experience and highlight the incredible potential of Indian football,” said Todi.
He also emphasized Shrachi’s commitment to supporting India’s growing sports ecosystem, ensuring that players and fans alike benefit from this initiative.

Transformative Impact on Indian Football
The deal is poised to not only amplify Indian football’s reach domestically but also attract international audiences. By showcasing top-tier competitions with high-quality production standards, this collaboration is expected to drive interest in grassroots development, enhance opportunities for players, and boost the sport’s popularity in the country.

Broader Implications
This partnership arrives at a time when Indian football is striving for global recognition, especially with the growth of the I-League and Indian Women’s League. It represents a step forward in empowering players, particularly women, and providing them with equal opportunities to shine on national and international stages.

With Indian football now more accessible than ever, the collaboration is set to play a key role in building a robust football culture in the country.

Author: Sania Khan