Indian Super League’s (ISL) broadcast plummeted significantly this year, from Rs 275 crore per season to just Rs 8.62 crore. There are obvious reasons for the fall – a shorter season with fewer matches and the lack of commercial partners, but most importantly, the chaos in Indian football, which at one point seriously threatened any possibility of having a top division league in the 2025-26 season.

The loss of commercial partner Football Sports Development Limited (FSDL) has been brutal for the All India Football Federation (AIFF), and the five-month delay in getting the ISL 2025-26 season underway is proof of it.

While setbacks have embedded themselves into the Indian football story like a mythical sword in stone, belief has remained just as firmly lodged within the chaos. The story of FanCode emerging ahead of everyone else to acquire the ISL’s media rights is born from that very belief.

Yes, they have had to pay a paltry sum as against what JioStar were paying, but it was never about the cost; it was always about the potential. Football often gets lost in the sporting narratives in India due to the giant that cricket has become, but once you dig deep, you realise millions are waiting to be served. Not just top-qualifying European football, but our own desi leagues.

It’s that potential number of fans who can be served, the unseen potential of the ISL, and its perfect alignment with the online streaming platform’s vision, which attracted the FanCode co-founder, Yannick Colaco, to the Indian Super League.

“We believe in sport. We believe in football. There’s a tremendous amount of following, especially among the younger generation. The growth of the game has to be facilitated by the stakeholders. The ISL clubs, AIFF, Sports Ministry have invested so much. It’s a no-brainer. We have an opportunity in this ecosystem to contribute…The ISL is the number one football tournament in this country. It has in the past 150 million fans across the country who support it. It was really important that the season happened,” Colaco, the former Managing Director of NBA India, told Firstpost.

The Indian Football Family ❤️💫

Catch all the ISL action LIVE on FanCode 📲#ISL12 | @IndSuperLeague pic.twitter.com/S0xg237Yb6

— FanCode (@FanCode) February 20, 2026

While it may come as music to the ears of some fans and stakeholders, the even more consequential point was the full scale of the untapped potential.

“There are 300 million football fans in the country. I think that’s the opportunity.”

This gap – between 150 million ISL viewers and 300 million football consumers – defines the ambition. For years, Indian football followers have passionately tracked the Premier League, La Liga, the Champions League, Ronaldo, Messi, Manchester United. The domestic game, meanwhile, has often struggled to command the same consistency of attention.

Colaco believes that the divide is bridgeable.

“I think every football fan, whether they are a football fan of La Liga, whether you’re a football fan of Ronaldo, whether you’re a football fan of Manchester United, has the potential to become an avid Indian football fan.”

But what is in it for the fans? Maybe consistency, quality, accessibility and a relatable product. The exit of FSDL has created a fear that the game may descend into an abyss that ruled the Indian footballing landscape not long ago.

ISL’s new home has fans at the centre 

But the new broadcasters are aware and ready! The idea is not only to serve the big cities’ boys or girls, but to use technology and make the matches and content available in a way that it’s consumed broadly, even in Tier-2 and Tier-3 markets. The ISL full-season pass is available for just ₹299 on FanCode. A club-specific pass is just ₹149 and individual match passes are ₹25. The commentary is also available in different languages to create relatability. Technology is being used to the best of its ability to make buffering and lag issues disappear.

“How does it most efficiently come to you? If you don’t have a great bandwidth, how are you able to see it clearly without any buffering? And a subset of that, how do you, how does it take as little data as possible?”

“I think the thesis about being able to provide flexibility and choice essentially comes from us being a digital-first platform,” Colaco said. “We are doing feeds in English, Hindi, Malayalam, Bengali and Tamil for Chennaiyin games.”

But efforts are not just limited to matches.

You want the fans to come to the platform and stay there for a while. Don’t just watch a match and go away. When you stick with a product for a long time, a habit is formed. A bond is created that lasts forever. One would say maybe new fans would also be created.

“We are working with each club to run a program where we essentially select one super fan from each club and that super fan then follows the club throughout the season, goes to matches and training and essentially creates content. They basically tell the story of the club through the ISL season through their eyes,” Colaco revealed.

The smiles, the noise, the love = Peak Happiness 🥹💚♥️

Watch ISL 2026 on @FanCode 📺#MBSG #JoyMohunBagan #আমরাসবুজমেরুন pic.twitter.com/Ly0YKsQIdm

— Mohun Bagan Super Giant (@mohunbagansg) February 6, 2026

Then there is the longer view. It’s not a short-term game. Some loss here and there must not dissuade someone from looking at the larger goal and ISL’s full potential.

“There is a requirement for investment, there is a requirement to get fans more engaged. And that is something that we believe needs to be done over a few years. You can’t look at it saying, oh, in one month and now I’m going to, you know, make Indian football tremendously successful for everyone.”

“The focus of Dream Sports as a group is make sports better. And we imbibe that in everything that FanCode does,” Yannick said.

That statement matters because broadcast platforms shape perception. If coverage is consistent, data-rich, innovative and fan-centric, the league’s credibility rises alongside it.

FanCode co-founder Yannick Colaco (L) and Sony Pictures Network India’s Chief Revenue Officer and Business Head (Sports and International) Rajesh Kaul (R).

New Delhi: Hours before the truncated Indian Super League (ISL) season gets underway on Saturday, it became official that FanCode had sub-licensed the linear TV rights to Sony Pictures Network India (SPNI). Under the agreement, as reported by TimesofIndia.com, Sony Sports Network will hold exclusive TV broadcast rights for India and non-exclusive rights for Afghanistan, Bangladesh, Bhutan, Maldives, Nepal, and Sri Lanka. The position on international broadcast, however, is still in the works.All 91-matches will be telecast on Sony Ten 2 and pushed to other channels too if there is a double header at the same time.

This is not the first time Sony Sports Network and FanCode will work together. Both platforms carried tennis’ French Open in 2025 with Sony retaining the primary broadcast and sub-licensing the streaming aspect of all courts to Dream Sports-owned FanCode.Last year, a similar ploy was employed between Sony Sports and JioHotstar for cricket’s India tour of England. Under those terms, Sony kept the television broadcast rights while JioHotstar was responsible for the digital streaming.“The macro observation on this is (that) there’s so much opportunity (in the sports industry). (It) is so large that honestly there’s just so much to be done in the industry that collaboration is probably more apt at this moment than competition because there’s so much opportunity,” explained FanCode co-founder Yannick Colaco of the sub-licensing strategy to TimesofIndia.com.“And the way we look at it is very clear. We are a digital-first platform. So the two things that are unique about Fancode is (that) we are digital first and we are sports only.“Our product, our approach has always been focused on technology, focused on experience, focused on how we are available across 11 operating systems, focused on innovation on the digital side. And we neither have, nor (a) desire, to have any focus on building a linear TV business. “So when you look at those two unique pieces, there is tremendous opportunity to collaborate with other large media companies, which have a much bigger mandate and ambit. Very politely, we are a much smaller player in this overall media landscape. “And I think that’s the way we look at it in the sense that while younger audiences are all digital first, and even some of the older audiences are migrating to digital, there is still a large audience which consumes sports content on linear television. “So when we’re working with partners like the AIFF (All India Football Federation) and the ISL, we’re very conscious of the fact that to help the sport grow, help the event be successful, give it maximum amount of distribution, we need to be collaborating with partners who have the linear TV presence so that we are able to reach out and basically able to reach out to all sports fans and all ISL fans across the country,” he continued.Less than two weeks ago, FanCode acquired the broadcast rights — linear TV and digital — for the ISL at Rs 8.62 crore. Even though the company has presence only in digital streaming space, it consciously bid for both aspects knowing there were few, if any, players interested in just the linear TV rights.

During conversations between FanCode, AIFF and the ISL interim committee, the provider made it clear they wanted to help ensure the top-division football was showcased to as many viewers as possible.After officially bagging the rights, the company entered into conversations with multiple national providers and even some regional ones.“We immediately started speaking to a bunch of people about this, including regional broadcasters, and we took a bunch of proposals that we got, we put them all together. We shared them with the AIFF and the interim committee. We got on a call with them. I shared the pros and cons of each one with them. And on that basis, a decision was made to accept Sony’s proposal,” said Colaco.While that was happening, FanCode also spoke to ISL club representatives to understand their expectations on how to improve the product. It was at this stage that the concept of each club’s ‘superfan’ recording visuals behind the scenes came into being.

FC Goa manager Manolo Marquez in training ahead of ISL season start. (Image: AIFF)

ISL will have commentary in English, Hindi, Malayalam, Bengali and Tamil (only for Chennaiyin matches).Doing all this, why give away market share to a competitor like Sony Sports?“I’m making it easier for people who prefer to watch the game on linear television to watch it. And yes, (if it comes) at the cost of us also, that’s okay. I think it’s important to think consumer first. So I believe that eventually our product is what will give users the choice and deliver a great experience. And if it’s good enough, which I hope it is, and I believe it is, consumers will come,” reasoned Colaco.“I don’t think it should be forced and that’s always what we (have) believed. And I also think that you know a partner like Sony will help in raising the promotion levels and contribute (to the) marketing. (As the saying goes) A rising tide lifts all boats,” he added.Sony add to their growing portfolio

Logo of the Indian Super League.

On their part, Sony Sports Network, who had attended the pre-bid conference for the broadcast rights but chose not to make a final bid, sees this as an opportunity to add to their football portfolio which is largely led by European competitions.“While we were keen to add ISL to our sports portfolio, back then, we needed more time to evaluate the property before putting in our financial offer,” said Rajesh Kaul, Chief Revenue Officer and Business Head – Sports and International, SPNI, to TimesofIndia.com.Yet this won’t be their first foray into Indian football having previously showcased the I-League and Durand Cup.“Our aim is to cater to football fans and expand the football ecosystem in India. Sony Pictures Networks India is the Home of Football in India and we have a diverse and expansive portfolio of both International and Indian football properties that includes UEFA EURO 2028, the UEFA Champions League, UEFA Europa League, UEFA Nations League, Bundesliga, FA Cup along with India’s very own legacy tournament Durand Cup. Last year, we were also the official broadcasters of I-League which is also homegrown football league,” he stated.