Key Takeaways from AIFF’s Written Responses to ISL Commercial Rights Queries

AIFF addresses 234 bidders’ queries on ISL rights, revenue, VAR, and governance.

The All India Football Federation (AIFF) has released detailed written responses to 234 queries submitted by potential bidders for the Indian Super League (ISL) commercial rights tender. This clarification comes following the issuance of the Request for Proposal (RFP) on October 16, 2025, as the federation moves to appoint a new long-term commercial partner under the supervision of Justice L. Nageswara Rao, appointed by the Supreme Court of India.

The online pre-bid conference saw participation from Football Sports Development Limited (FSDL), the current rights holder; FanCode, owned by Dream Sports; Conscient Heritage Group, the real estate company behind Conscient Football Academy; and a foreign consortium whose details remain undisclosed. Though one additional party was disqualified due to a conflict of interest, the global consultancy KPMG, which is managing the process, expects more bidders to join before the deadline.

This new 15-year agreement will replace the now-expired Master Rights Agreement (MRA) between AIFF and FSDL, which had formed the commercial foundation of Indian football since 2010. The tender covers all ISL commercial assets, including broadcasting, sponsorship, digital, advertising, merchandising, and data rights.

AIFF Clarifies Revenue Model, Governance, and Club Obligations

Revenue structure and guaranteed payments

The successful bidder will be required to pay a minimum annual guaranteed fee of ₹37.5 crore or 5% of gross revenue, whichever is higher. The AIFF confirmed that any shortfall in revenue will be borne solely by the commercial rights holder, ensuring that the federation’s interests remain financially secure.

In its written responses, AIFF further clarified that founding clubs will contribute 10% of their revenues, while new entrants will contribute 20%, with no cap on the contribution amount.

“The revenue share will be proportionate to each club’s total earnings, with no ceiling applied,” the federation noted.

Governance and oversight

Operational and commercial matters such as sponsorship conflicts, player salary caps, and matchday branding will fall under the purview of the ISL Governing Council.

As per the RFP, “the Governing Council shall deliberate on operational and commercial matters, while the Management Committee shall ensure implementation.”

Promotion and relegation, introduced following the Supreme Court’s directive, will also be overseen by the Governing Council, ensuring alignment with AIFF’s long-term goal of a unified domestic football structure.

Also Read: AIFF officially float tender for ISL commercial partner; bids to open on November 5

Club and Media-Related Clarifications

Broadcasting, sponsorship, and advertising rights

The AIFF confirmed that broadcast, sponsorship, and advertising rights are part of the central Commercial Rights package, which the chosen partner will have full authority to monetise. This includes jersey sponsorships, stadium advertising, and in-match commercial inventory, subject to Governing Council approval.

Responding to queries from FSDL, the AIFF stated that advertising formats such as pre-roll, mid-roll, squeeze-back, and split-screen ads fall under “Commercial Rights as defined in Clause 1.1 of RFP Volume II.”

Additionally, the federation confirmed that all ISL matches for the 2025–26 season will be hosted in India, with the commercial partner responsible for match production and broadcast quality as per Schedule 5 of the RFP.

Club-level sponsorship flexibility

While central sponsorships remain under league control, clubs can still sign local or regional partners in non-conflicting categories.

However, as per Schedule 4, “participating teams cannot sign new sponsorship agreements with competitors of any Official Licensee without the express written consent of the Company.”

VAR and Technological Advancements

Implementation and cost responsibility

A key highlight of the AIFF’s written responses is the introduction of the Video Assistant Referee (VAR) and Football Video Support System (FVSS) from the upcoming season. Importantly, the AIFF clarified that clubs will not bear the cost of implementing VAR.

In its response, the federation wrote:

“No, clubs will not have to shell out an additional fee for the implementation of the Football Video Support System / VAR.”

The commercial partner will fund the system’s implementation and retain advertising rights on VAR infrastructure, as noted:

“The VAR/FVS is proposed to be introduced from the upcoming season… the advertising rights of any brand shall also lie with the Company.”

Financial Safeguards and Legal Framework

Performance and bid security

As per Clause 2 of RFP Volume II, bidders must furnish a bank guarantee equal to three times the guaranteed payment for Year 1 as performance security. The AIFF confirmed that only bank guarantees will be accepted; parent guarantees will not qualify.

Meanwhile, bid security quantum and acceptable instruments are detailed in Section 6 of RFP Volume I, ensuring financial discipline and transparency throughout the bidding process.

Transparency and compliance

AIFF reaffirmed its commitment to fairness by issuing one consolidated response to all bidder queries and publishing multiple corrigenda to amend and clarify tender terms. Furthermore, the federation ruled out any Right of First Refusal (ROFR) for future competitions like the Santosh Trophy or Super Cup, promoting a level playing field for future tenders.

Despite a modest turnout, AIFF officials remain optimistic that more qualified bidders will join before the November 5, 2025 deadline.

As the tender submission and evaluation phases near, stakeholders across the football ecosystem are watching closely, for this process could redefine the commercial future of Indian football for the next 15 years.

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