About2014 Indian Super League

• Officially known as the 2014 Hero Indian Super League season 

• First season since it’s establishment in 2013.

• Started on Sunday 12 October 2014 and concluded with the final on Saturday 20 December 2014.

USP

• For the First Time International Players played along with the Indian Football players

• Support of big industrialists, Cricketers and Bollywood Celebrities

Format

• The league would consist of 8 teams, each of 22 players and of which 7 has to be overseas players.

• Each team would be playing two matches each team, then reaching the semi-finals and then the finals.

Auction

• Bidding for teams-3 March 2014.

• Interested bidders would have to gain a tender form for an Indian Super League team. 

• Ernst & Young, were given responsibility of looking over the forms.

• On 13 April 2014, the winning bidders were announced.

• The most expensive city to be won was the Kolkata team.

Teams

Teams & Brands

TeamsPeriod

Kit Manufacturer

Shirt Sponsor

Atletico de Kolkata

2014 Umbro Aircel

Delhi Dynamos

2014 Lotto Freecharge

Kerala Blasters

2014 PumaMuthoot Group

Chennaiyin

2014 TYKAOzone Group, Reliance Digital

FC Goa 2014Adidas

Videocon D2H 

Mumbai City FC

2014 NoneJabong.com

FC Pune City

2014 Dida

DHFL Pramerica Life Insurance

North East United.

2014 Adidas HTC

Sponsorships

• Title Sponsor- Hero• Associate Sponsor- Maruti Suzuki • Also supported by FMCG, sports and

finance brands like :Amul, Pepsi and Puma, along with Muthoot Finance and Dr Reddy’s Nise Gel. 

Money Involved

• Sponsorship signed for three years. • The title sponsorship- Rs 20 crore a

year(approx)• Associate sponsorship Rs 8 crore and

official partners pay Rs 3-5 crore a year.

• Rs. 45-50 crore on licence fee, player acquisition, training and management, and promotions.

• Promoters, franchises and sponsors have shelled out an estimated Rs 800 crore

• Rs 300 crore spent by the promoters IMG-Reliance and STAR India

• Rs 350 crore by the franchises and Rs 150 crore in advertising and sponsorships.

• This, of course, is nowhere close to the Rs 3,000-3,500 crore riding on the Indian Premier League.

Marketing

• The Hero Indian Super League launching ceremony was on Thursday 28 August (28-8-2014)

• The campaign was launched during Sunday's T20 cricket match between India and England - followed by a heavy promotional blitz across Star Network. 

• The main aim of the campaign was to create a large viewership for ISL but also to generate more awareness about Football in India.

• The league was majorly marketed digitally on Social Media websites.

• Twitter was used most extensively.

Digital Channels• Twitter (Core): Awareness, Match Updates, Engagement

• Facebook (Subordinate): Awareness, Engagement

• Wikipedia (Subordinate): Branding

• YouTube (Subordinate): Match Videos, Engagement

• Instagram (Subordinate): Players off the field pics

• Mobile App (Subordinate): Engagement

• Microsite (Subordinate) : For Season updates, Statistics, Schedule

• Wordpress (Subordinate): Awareness, Match Summary

Twitter Trends

• #LetsFootball• Match Day Wars• #ISLfie• #MyISLStar• #ISLCommenTweeter

Terms & Conditions• Longest Pass• FunAT1 Terms & Conditions• #ISLTrumps• #ISLTrumps Terms & Conditions• #1STCHAMPION• #1STCHAMPION Terms & Conditions

Official App

Viewership

• According to the official ISL website, the league was seen on television by 170.2 million Indians in its first week, compared to just 87.6 million viewers for Week 1 of the recent World Cup.

• The figures also show that 74.7 million Indians watched the season opener between Atletico de Kolkata and Mumbai City FC on Oct. 12 on television. In contrast, only 6.2 million Indians watched the World Cup opener between five-time World Cup winner Brazil and Croatia.

25

ISL beats I League marginally in fan

count.

2.76 Million total fans

2.05 Million total fansSimplify360.com

TOTAL SOCIAL MEDIA FANS

TOTAL FACEBOOK FANS

I League 2,054,537 2,025,305

Indian Super League 2,767,751 2,033,397

27

15%

85%

I League Indian Super League

48%52%

I League Indian Super League

ISL takes a big lead in Twitter, marginal lead in YouTube combined channel views.

Twitter Fans YouTube Channel Views

Brands Benefit

• Hero-FB 1.8%, Twitter-17.5%• Amul-FB 1.5%• Muthoot – FB 24.4% ,Twitter 9%• Pepsi – FB 0.6% , Twitter 8.6%• Nisel Gel – FB 3879%

Total PR value from Social media for Sponsors is94Lakhs

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