How FanCode’s sub-licensing move with Sony Sports Network solves ISL’s broadcast puzzle

New Delhi: Hours before the truncated Indian Super League (ISL) season gets underway on Saturday, it became official that FanCode had sub-licensed the linear TV rights to Sony Pictures Network India (SPNI). Under the agreement, as reported by TimesofIndia.com, Sony Sports Network will hold exclusive TV broadcast rights for India and non-exclusive rights for Afghanistan, Bangladesh, Bhutan, Maldives, Nepal, and Sri Lanka. The position on international broadcast, however, is still in the works.

All 91-matches will be telecast on Sony Ten 2 and pushed to other channels too if there is a double header at the same time.



This is not the first time Sony Sports Network and FanCode will work together. Both platforms carried tennis' French Open in 2025 with Sony retaining the primary broadcast and sub-licensing the streaming aspect of all courts to Dream Sports-owned FanCode.

Last year, a similar ploy was employed between Sony Sports and JioHotstar for cricket's India tour of England. Under those terms, Sony kept the television broadcast rights while JioHotstar was responsible for the digital streaming.

"The macro observation on this is (that) there's so much opportunity (in the sports industry). (It) is so large that honestly there's just so much to be done in the industry that collaboration is probably more apt at this moment than competition because there's so much opportunity," explained FanCode co-founder Yannick Colaco of the sub-licensing strategy to TimesofIndia.com.

"And the way we look at it is very clear. We are a digital-first platform. So the two things that are unique about Fancode is (that) we are digital first and we are sports only.

"Our product, our approach has always been focused on technology, focused on experience, focused on how we are available across 11 operating systems, focused on innovation on the digital side. And we neither have, nor (a) desire, to have any focus on building a linear TV business.



"So when you look at those two unique pieces, there is tremendous opportunity to collaborate with other large media companies, which have a much bigger mandate and ambit. Very politely, we are a much smaller player in this overall media landscape.

"And I think that's the way we look at it in the sense that while younger audiences are all digital first, and even some of the older audiences are migrating to digital, there is still a large audience which consumes sports content on linear television.

"So when we're working with partners like the AIFF (All India Football Federation) and the ISL, we're very conscious of the fact that to help the sport grow, help the event be successful, give it maximum amount of distribution, we need to be collaborating with partners who have the linear TV presence so that we are able to reach out and basically able to reach out to all sports fans and all ISL fans across the country," he continued.

Less than two weeks ago, FanCode acquired the broadcast rights -- linear TV and digital -- for the ISL at Rs 8.62 crore. Even though the company has presence only in digital streaming space, it consciously bid for both aspects knowing there were few, if any, players interested in just the linear TV rights.

During conversations between FanCode, AIFF and the ISL interim committee, the provider made it clear they wanted to help ensure the top-division football was showcased to as many viewers as possible.

After officially bagging the rights, the company entered into conversations with multiple national providers and even some regional ones.

"We immediately started speaking to a bunch of people about this, including regional broadcasters, and we took a bunch of proposals that we got, we put them all together. We shared them with the AIFF and the interim committee. We got on a call with them. I shared the pros and cons of each one with them. And on that basis, a decision was made to accept Sony's proposal," said Colaco.

While that was happening, FanCode also spoke to ISL club representatives to understand their expectations on how to improve the product. It was at this stage that the concept of each club's 'superfan' recording visuals behind the scenes came into being.

ISL will have commentary in English, Hindi, Malayalam, Bengali and Tamil (only for Chennaiyin matches).

Doing all this, why give away market share to a competitor like Sony Sports?

"I'm making it easier for people who prefer to watch the game on linear television to watch it. And yes, (if it comes) at the cost of us also, that's okay. I think it's important to think consumer first. So I believe that eventually our product is what will give users the choice and deliver a great experience. And if it's good enough, which I hope it is, and I believe it is, consumers will come," reasoned Colaco.

"I don't think it should be forced and that's always what we (have) believed. And I also think that you know a partner like Sony will help in raising the promotion levels and contribute (to the) marketing. (As the saying goes) A rising tide lifts all boats," he added.

Sony add to their growing portfolio

On their part, Sony Sports Network, who had attended the pre-bid conference for the broadcast rights but chose not to make a final bid, sees this as an opportunity to add to their football portfolio which is largely led by European competitions.

"While we were keen to add ISL to our sports portfolio, back then, we needed more time to evaluate the property before putting in our financial offer," said Rajesh Kaul, Chief Revenue Officer and Business Head - Sports and International, SPNI, to TimesofIndia.com.

Yet this won't be their first foray into Indian football having previously showcased the I-League and Durand Cup.

"Our aim is to cater to football fans and expand the football ecosystem in India. Sony Pictures Networks India is the Home of Football in India and we have a diverse and expansive portfolio of both International and Indian football properties that includes UEFA EURO 2028, the UEFA Champions League, UEFA Europa League, UEFA Nations League, Bundesliga, FA Cup along with India’s very own legacy tournament Durand Cup. Last year, we were also the official broadcasters of I-League which is also homegrown football league," he stated.


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