The Premier League is accelerating its commitment to India by shifting its focus beyond broadcast viewership and fan engagement to long-term grassroots football development. Speaking to The Free Press Journal, Premier League India chief Hrishikesh Shende confirmed that the organisation now counts over 144 million followers in the country, but its strategy is pivoting toward community impact. Key initiatives such as Premier Skills and the NEXTGEN Coach programme are being deployed to elevate coaching quality across the nation, using football as a tool for social inclusion and youth empowerment rather than merely cultivating a passive audience.
This deepened footprint signals a strategic evolution for the league, which has long enjoyed a massive Indian fanbase through television and digital platforms. By prioritising coach education and grassroots infrastructure, the Premier League aims to cultivate sustainable talent pipelines and foster a more active football culture. Shende emphasised that these programmes are designed to improve coaching standards at the local level, ensuring that young players receive better guidance from trained professionals, while simultaneously addressing broader social goals through sport.
The move aligns with a broader trend among global football leagues recognising India’s demographic potential and growing appetite for the sport. For the Premier League, success in India now hinges not just on how many people watch its matches, but on how effectively it can nurture the game from the ground up. With 144 million followers as a foundation, the league is betting that investment in coaches and community development will yield a deeper, more organic connection with Indian football fans for years to come.