The Indian Super League (ISL) has become a key platform for brands looking to boost their visibility through football sponsorships. The 2024-25 season features a wide range of industries investing in shirt sponsorships.
Gambling companies have taken the lead in this space. Notably, two clubs have started the season without a principal shirt sponsor, reflecting the evolving nature of sponsorship deals.
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Dominance of Gambling Companies
Gambling entities have secured a substantial presence in the ISL, accounting for approximately 38% of shirt sponsorships this season. This trend underscores the industry’s strategic move to leverage football’s popularity to reach a broader audience.
For instance, ATK Mohun Bagan has partnered with 1XBAT, while Mumbai City FC has secured a sponsorship deal with DafaNews, a sports news portal linked to the online betting company Dafabet. Additionally, FC Goa’s association with Wolf777 News and Chennaiyin FC’s collaboration with MELBAT Live further exemplify this trend.
Influence of the Steel Industry
The steel sector has also marked its presence in the ISL sponsorship arena. Jamshedpur FC continues its association with Tata Steel, reflecting the conglomerate’s enduring support for football.
In a notable development, Hyderabad FC has onboarded Jindal India as its principal sponsor for the 2024-25 season. This partnership aims to bolster the club’s operations, including player development and fan engagement initiatives.
Tourism Industry’s Engagement
The tourism sector has recognized the ISL’s potential to promote regional destinations. NorthEast United FC has collaborated with Meghalaya Tourism, aiming to showcase the state’s attractions to a national audience.
Similarly, Odisha FC’s alliance with Odisha Tourism reflects a strategic effort to intertwine sports and tourism, enhancing the state’s visibility through football.
Clubs Without Principal Shirt Sponsors
Despite the lucrative sponsorship landscape, East Bengal has commenced the season without a front-of-shirt sponsor. Although the club features the Emami logo on their kit, they have reportedly concluded their previous deal with Batery, leaving the primary sponsorship slot vacant.
This scenario underscores the competitive and evolving nature of sponsorship negotiations within the league.
Implications and Future Outlook
The prominence of gambling companies in ISL sponsorships raises discussions about the ethical considerations of such partnerships, especially given the regulatory environment surrounding gambling in India. While these companies often operate under the guise of sports news portals, their core affiliations with betting platforms are evident. This trend necessitates a dialogue among stakeholders to balance commercial interests with societal responsibilities.​
Conversely, the involvement of the steel and tourism industries reflects a positive synergy between sports and regional development. These partnerships not only provide financial support to clubs but also promote industrial and tourism sectors, fostering economic growth.​
As the ISL continues to grow, the dynamics of shirt sponsorships are likely to evolve, influenced by market trends, regulatory changes, and the clubs’ performance. The current landscape offers a snapshot of how diverse industries perceive and capitalize on the marketing potential inherent in Indian football.​
The 2024-25 ISL season’s shirt sponsorships reflect a microcosm of broader economic and ethical considerations. The dominance of gambling companies, alongside significant contributions from the steel and tourism sectors, illustrates the multifaceted nature of sports sponsorships. As clubs navigate these partnerships, the balance between financial viability and ethical integrity will remain a focal point in the ongoing discourse surrounding football sponsorships in India.​
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FAQs
Which industry dominates ISL shirt sponsorships?
Gambling companies lead the ISL sponsorship market, holding a 38% share, followed by the steel and tourism sectors.
Which ISL clubs have gambling sponsors?
ATK Mohun Bagan (1XBAT), Mumbai City FC (DafaNews), FC Goa (Wolf777 News), and Chennaiyin FC (MELBAT Live) have gambling-related sponsorships.
How is the steel industry involved in ISL sponsorships?
Jamshedpur FC is backed by Tata Steel, while Hyderabad FC has partnered with Jindal India for the 2024-25 season.
What role does the tourism sector play in ISL sponsorships?
NorthEast United FC is sponsored by Meghalaya Tourism, and Odisha FC has partnered with Odisha Tourism to promote regional destinations.
Which ISL clubs are without a principal shirt sponsor?
East Bengal has no primary shirt sponsor for the current season, despite featuring the Emami logo on their kit.
