Indian Super League ready to wake sleeping giants to beautiful game
Modelled on cricket's glitzy counterparts, the eight-team city-based franchises are looking at a successful launch to satisfy fresh fans
With Bollywood stars, cricketing greats and a slick marketing campaign, India's new football league is gunning to become the next big thing in sport.
Before tomorrow's kick-off in the eastern city of Calcutta, the Indian Super League (ISL), which has lured a host of former international stars, is facing plenty of scepticism.
Some question the calibre of the league's top players, who include veterans like the controversial French striker Nicolas Anelka and ex-Arsenal midfielder Freddie Ljungberg.
There will be initial curiosity [in the ISL] for sure, but whether that curiosity turns into popularity and can be sustained is the big question
Others say the tournament cannot hope to gain traction in a cricket-obsessed country whose sporting authorities have long failed to cultivate passion for the "beautiful game".
"They are has-beens, definitely not at the pinnacle of their careers," said Dave Chattaway from British-based Brand Finance, referring to the marquee players.
"You can't wheel out a well-known player for the last 20 minutes of a game and let them kick the ball a bit," added Chattaway, who evaluates sports leagues worldwide.
"It has to be top-level sport, fiercely competitive, to attract the crowds," he said, adding that he hoped the league would be a success.