‘Everyone is hooked on football’: Indian league seeks to ride World Cup wave

The FIFA World Cup 2026 is set to begin tomorrow, igniting a football frenzy across the globe. In India, the audience for football is estimated at 300 million viewers, reflecting the sport's growing popularity in the country. Despite this massive interest, India has never qualified for the FIFA World Cup, a fact that underscores the nation's ongoing struggle to compete on the world stage. As the tournament approaches, local leagues are capitalizing on the heightened excitement, aiming to engage fans and foster a deeper connection to the sport. The World Cup serves as a catalyst for football's expansion in India, with hopes that the enthusiasm will translate into increased participation and viewership in domestic competitions.

India's historical footprint in the FIFA World Cup is marked by a bittersweet legacy. The Indian football team famously qualified for the 1950 tournament but opted not to play, a decision that has left many wondering what might have been. Fast forward to today, and the situation remains challenging; neither India nor China qualified for the expanded 48-team World Cup, highlighting the ongoing struggle for Asian football nations to make their mark on the global stage. As the excitement builds for the upcoming tournament, India's past involvement—or lack thereof—serves as a poignant reminder of the journey ahead for the nation’s football aspirations.

The Indian Super League (ISL) has emerged as a pivotal force in promoting football in India since its inception in 2014. Football is now India's second most-watched sport, trailing only cricket, and the ISL has played a role in this rise. The league has attracted a diverse fan base, with millions tuning in to watch matches each season. The ISL's focus on high-quality play and celebrity involvement has helped elevate the sport's profile, fostering a vibrant football culture across the nation.

In the 2026 Indian Super League, standout performances have highlighted the league's growing talent pool. Youssef Ezzejjari of East Bengal emerged as a key player, netting 11 goals. Meanwhile, Ebindas Y of Kerala Blasters proved instrumental in playmaking, providing 5 assists. Not to be overlooked, Jamie Maclaren of Mohun Bagan Super Giant also made his mark, scoring 10 goals during the 2025-26 season. As the ISL continues to thrive, these players are enhancing their teams and fueling the excitement leading up to the World Cup.

The All India Football Federation (AIFF) aims to reach 35 million children through grassroots programs by 2026. To achieve this ambitious goal, the AIFF plans to implement village grassroots initiatives across 100 villages. This effort comes in response to the national team's steady decline in FIFA rankings over the past six years, which began following the 2019 Asian Cup. By investing in youth development and expanding football's reach, the AIFF hopes to cultivate a new generation of talent, ultimately improving the national team's performance and fostering a deeper connection to the sport across the country.