Sony Sports skipped bidding for ISL 2025-26 but sub-licensed the rights from FanCode. Is India’s top football league losing its shine? Rajesh Kaul explains the strategy and ISL’s long-term potential..
While Sony Pictures was one of the first broadcasters to show interest in acquiring the media rights for the Indian Super League (ISL) 2025-26, it eventually did not make a bid, leading to fears that there would be no TV telecast for India’s biggest football property.
Eventually, the media rights for the ongoing curtailed ISL season were
bagged by online streaming platform FanCode for a reported fee of Rs 8.62 crore.
But thankfully for fans, the ISL is live on TV with matches being telecast on Sony Sports Ten 2. Sony Pictures Networks India (SPNI) has sublicensed linear television rights from FanCode, allowing them to broadcast India’s top division football league, and offering a chance to TV viewers to enjoy the ISL, while also expanding the league’s reach.
All in all, it’s a win-win for FanCode, Sony Sports, the ISL clubs and the All India Football Federation (AIFF).
We caught up with Rajesh Kaul, the chief revenue officer and the business head for sports and international at Sony Pictures Networks India, to understand why they did not initially bid for ISL media rights.
Kaul also explained to Firstpost how ISL’s TV viewership can be boosted, whether a muted response from viewers would impact the network’s future plans, and if Sony would return to bid for the media rights of India’s biggest football property.
Excerpts from the interview…
Q: Initially, Sony Sports stayed away from bidding, so why this U-turn to take TV rights from FanCode? Were production cost and the entire operations a factor while not bidding for ISL media rights?
Rajesh Kaul: We have always maintained that ISL is a valuable property and an important part of India’s football ecosystem. At the time of the bidding, we took a calibrated approach to evaluate the opportunity in the context of our broader sports portfolio and long-term investment priorities.
This partnership with FanCode presented the right strategic and commercial framework for us to bring ISL onto our network. It strengthens Sony Sports Network’s positioning as Home of Football in India and complements our existing portfolio, which includes UEFA competitions and domestic football properties.
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Q: What response are you expecting from ISL on Sony Sports? Have you set any estimates? And what happens if it fails to match it?
Rajesh Kaul: ISL has built a strong and loyal fan base over the years and continues to be the premier football league in India. Football viewership in India has been growing steadily, and we believe ISL has significant potential to further expand its reach.
Sony Sports Ten 2 has already established itself as a preferred destination for football fans, and we are confident that ISL will benefit from our strong distribution, production quality, and marketing support. Our focus is on scaling up the fan engagement rather than short-term benchmarks.
𝘐𝘯𝘥𝘪𝘢𝘯 𝘚𝘶𝘱𝘦𝘳 𝘓𝘦𝘢𝘨𝘶𝘦 is back! And it’s LIVE on YOUR TV SCREENS ⚽ 📺
Watch the #ISL action unfold LIVE on Sony Sports Network TV channels. #SonySportsNetwork #IndianSuperLeague #ISL #IndianFootball pic.twitter.com/AC3IXqeApK
— Sony Sports Network (@SonySportsNetwk) February 14, 2026
Q: What do you believe can help boost ISL viewership on TV?
Rajesh Kaul: The key to growing viewership lies in consistent visibility, strong storytelling around clubs and players, and making the content accessible to a wider audience. We plan to support ISL with a comprehensive marketing effort.
Additionally, innovations such as regional language feeds, deeper fan engagement initiatives, and building stronger narratives around rivalries and emerging talent can significantly enhance viewer engagement and expand the league’s footprint.
Q: Will you bid for ISL media rights for next season?
Rajesh Kaul: We continuously evaluate opportunities that align with our strategic priorities and portfolio strength. Our focus remains on investing in properties that offer long-term value and deepen engagement with sports fans.
We will assess future opportunities around ISL and other sports properties at the appropriate time, in line with our business objectives.
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