2. About
2014 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.
3. USP
• For the First Time International Players played
along with the Indian Football players
• Support of big industrialists, Cricketers and
Bollywood Celebrities
4. 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.
5. 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.
6. • On 13 April 2014, the winning bidders were
announced.
• The most expensive city to be won was
the Kolkata team.
9. Teams & Brands
Teams Period
Kit
Manufacturer
Shirt Sponsor
Atletico de
Kolkata
2014 Umbro Aircel
Delhi
Dynamos
2014 Lotto Freecharge
Kerala
Blasters
2014 Puma Muthoot Group
Chennaiyin 2014 TYKA
Ozone
Group, Reliance
Digital
11. 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.
12. 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.
13. • 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.
14.
15.
16. 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.
17. • The league was majorly
marketed digitally on Social
Media websites.
• Twitter was used most
extensively.
18. Digital Channels
• Twitter (Core): Awareness, Match Updates, Engagement
• Facebook (Subordinate): Awareness, Engagement
• Wikipedia (Subordinate): Branding
• YouTube (Subordinate): Match Videos, Engagement
19. • Instagram (Subordinate): Players off the
field pics
• Mobile App (Subordinate): Engagement
• Microsite (Subordinate) : For Season
updates, Statistics, Schedule
• Wordpress (Subordinate): Awareness, Match
Summary
23. 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.
24. • 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.
27. 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
28. 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 is
94Lakhs
