Why Ahmedabad is probably the sports capital of India? | Bombay Sports Stock Exchange
This isn’t the first time Sony Sports Network and FanCode have collaborated. Both platforms staged the 2025 tennis French Open, with Sony retaining the primary broadcast and granting the all-court streaming license to Dream Sports-owned FanCode.Last year, a similar ploy was used between Sony Sports and JioHotstar during the All India cricket tour of India. Under these terms, Sony retained the telecast rights while JioHotstar was responsible for digital streaming.“The macro observation on this is (that) there’s so much opportunity (in the sports industry). (It’s) so big that, frankly, there’s so much to do in the industry that collaboration is probably preferable to competition at this point because there’s so much opportunity,” FanCode co-founder Yannick Colaco explained of the sublicensing strategy. at TimesofIndia.com.“And the way we look at it is very clear. We’re a digital-first platform. So the two things that are unique about Fancode are (that) we’re digital-first and we’re sports-only.“Our product, our approach has always been technology-focused, experience-focused, how we’re available across 11 operating systems, focused on innovation on the digital side. And we don’t want or (have) a desire to somehow focus on building a linear TV business. “So when you look at these two unique pieces, there’s a huge opportunity to work with other big media companies that have a much bigger mandate and ambition. We’re very politely a much smaller player in that overall media landscape.” “And I think that’s the way we look at it in the sense that while the younger audience is primarily digital, and even some older audiences are migrating to digital, there’s still a large audience that consumes sports content on linear television. “So when we work with partners like the AIFF (All India Football Federation) and the ISL, we are very conscious of the fact that to help the sport grow, to help the event be successful and to give it maximum distribution, we need to work with partners who have a linear television presence to be able to reach and basically be able to reach all the sports fans and all the ISL fans across the country.”Less than two weeks ago, FanCode acquired the broadcast rights – linear TV and digital – for ISL for Rs 8.62 crore. Although the company only operates in the digital streaming space, it consciously bid for both aspects, knowing that few, if any, players were only interested in linear TV rights.
The way we look at it (is) that while younger viewers are all digital first, and even some older viewers are migrating to digital, there’s still a large audience that consumes sports content on linear TV.
Yannick Colaco, co-founder of FanCode
During talks between FanCode, the AIFF and the ISL Interim Committee, the provider made it clear that it wanted to help ensure that top-flight football was presented to as many viewers as possible.After the company officially acquired the rights, it entered into talks with several national providers and even some regional ones.“Immediately we started talking to a lot of people, including regional broadcasters, and we took a lot of the proposals that we got and put them all together. We shared them with the AIFF and the interim committee. We negotiated with them. I shared with them the pros and cons of each one. And based on that, the decision was made to accept Sony’s proposal,” Colaco said.While this was happening, FanCode also spoke with ISL club representatives to understand their expectations for product improvements. It was at this stage that the concept of “super fans” of each recording club behind the scenes was born.
FC Goa coach Manolo Marquez in training ahead of the start of the ISL season. (Image: AIFF)
ISL will have commentary in English, Hindi, Malayalam, Bengali and Tamil (for Chennaiyin matches only).With 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 TV to watch it. And yes, (if it comes) even at our expense, that’s fine. I think it’s important to think of the consumer first. So I believe that ultimately our product will give users a choice and provide a great experience. And if it’s good enough, which I hope it is, and I believe that’s the reason,” Colaco will come.“I don’t think it should be forced, and that’s what we’ve (always) believed. And I also think you know that a partner like Sony will help increase the level of promotion and contribute to (the) marketing. (As they say) A rising tide lifts all boats,” he added.Sony expands its growing portfolio
Indian Super League logo.
Sony Sports Network, which attended the pre-bid conference but decided not to make a final bid, sees it as an opportunity to expand its soccer portfolio, which is largely led by European competitions.“While we wanted to add ISL to our sports portfolio, at that time we needed more time to evaluate the property before submitting our financial offer,” said Rajesh Kaul, Chief Revenue Officer and Business Head – Sports and International, SPNI, at TimesofIndia.com.Still, this won’t be their first foray into Indian football, having previously introduced the I-League and the 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 extensive portfolio of international and Indian football properties that includes UEFA EURO 2028, UEFA Champions League, UEFA Europa League, UEFA Nations League, Bundesliga, last year’s Du and FA Cup. We were also the official broadcasters of the I-League, which is also the domestic football league,” he stated.