Bhaswar Goswami, Celebrity Management Group’s MD, is confident that PLS will make football a marketable sport in India

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Q: What was the thinking behind starting this tournament?A: We were planning something like this ever since we got Diego Maradona to Kolkata in 2008. We thought organising exhibition matches between big teams, like the one involving Argentina, would generate interest in football. In the process, we realised that while football popularity here was undying, an annual property was needed to help the sport grow. We researched on various leagues across the world, understood their business model and studied the franchise system followed in the MLS (Major League Soccer). We worked out the technicalities with the Indian Football Association (IFA) and finally decided to go ahead with it.

Q: What’s the business model like?A: Any company with a turnover of $10 million for last three years can submit their bid if they wish to own a franchise. In case of a joint venture company, the combined turnover should be $10 million. The main source of revenue generation will be the global television rights and sponsorship deals. Almost 50 per cent of that amount will be distributed among the franchises.

Q: Was it difficult to get players such as Fabio Cannavaro and Robert Pires on board?A: Of course it was. When we made the proposal, they were very reluctant. People are of the opinion that India care only about cricket. Let’s be honest, we are nowhere near the international standards when it comes to football. So we had to convince them a great deal, explain them the benefits of playing in India and finally they agreed.

Q: It’s been observed that Indian football isn’t marketable...A: It is true that football isn’t a marketable sport in our country. But at the same time, I believe if the game is packaged well with right kind of content, it can do wonders. Look at the Argentina vs Venezuela match; everyone wanted to watch it. Television ratings reflect the fact that football viewership is on the rise in India. I also feel if everyone puts in sincere efforts, football can be marketed well. I hope, PLS at least plays an effective role in generating interest in Indian football.

Q: You think interest can be generated by getting in veterans?A: If you or hundreds of journalists are interested in this story, it’s because of these players who have joined the league. Even though they are aging, they are  still some of the finest players around. Last week when (Hernan) Crespo left Parma, people insisted that he stay back. And it’s not just the players, it’s also the format. The auction, the franchises, it’s something that hasn’t happened in football before. That’s what I mean by packaging a product well. By having these stars, we have ensured the content is good. By packaging it well, we have been successful in making an Indian football league a talking point the world over.

Q: Is it a setback that the league won’t have the best Indian players?A: No, not at all. In my first presentation to the IFA, I made it clear that this league would be targeted towards the players who are young and haven’t got their big breaks. In India, you are either an I-League player or nothing. We are trying to give a player that mid-path where he can showcase his talent which can lead to bigger things. Everyone would agree that we have players who are decent enough but do not get opportunities. PLS will provide them that platform.

Q: It is held the money could have been invested in developing the grassroots and building academies rather than such leagues. What do you think?A: Is it our responsibility to initiate development? There are men who are entrusted with that responsibility and I am sure they are doing a good job with it. But the men who have put money into this league were there even in the past. Why didn’t they invest their money then? It’s because the national set-up is such that you are not going to make profits. No one will do charity work for the sake of it. With PLS, you can make profits as well as help develop football.

Q: What was the reason to stick only to Bengal and not make the league pan-India?A: We had long deliberations over this. In the end, if the league has to succeed, then it has to have presence all over the country. We thought starting in Bengal and gradually moving to other states would be logical.