FanCode Secures Sony Sports Network for ISL Television Broadcast Rights
In a significant development just hours before the commencement of the truncated Indian Super League season, FanCode has officially sub-licensed the linear television broadcast rights to Sony Pictures Network India. This strategic partnership ensures that Sony Sports Network will hold exclusive television broadcast rights within India and non-exclusive rights across Afghanistan, Bangladesh, Bhutan, Maldives, Nepal, and Sri Lanka.
Broadcast Details and Historical Collaboration
All ninety-one matches of the upcoming ISL season will be telecast live on Sony Ten 2, with additional channel coverage planned for simultaneous double-header fixtures. This collaboration marks another chapter in the ongoing relationship between Sony Sports Network and FanCode, following their successful partnership during the 2025 French Open tennis tournament where Sony managed primary broadcast while sub-licensing streaming rights to FanCode.
This mirrors previous arrangements in the sports broadcasting landscape, such as the collaboration between Sony Sports and JioHotstar for cricket's India tour of England, where television and digital streaming rights were similarly divided between traditional and digital platforms.
Strategic Vision Behind the Sub-Licensing Agreement
FanCode co-founder Yannick Colaco elaborated on the company's strategic approach in an exclusive statement, emphasizing collaboration over competition in the rapidly expanding sports industry. "The macro observation is that there's so much opportunity in the sports industry that collaboration is probably more apt at this moment than competition," Colaco explained.
He further clarified FanCode's digital-first philosophy: "We are a digital-first platform with two unique characteristics - we are digital first and we are sports only. Our product approach has always been focused on technology, user experience, availability across eleven operating systems, and digital innovation. We neither have, nor desire to have, any focus on building a linear television business."
Comprehensive Distribution Strategy
Colaco highlighted the importance of reaching diverse audience segments: "While younger audiences are predominantly digital-first, and even older audiences are migrating to digital platforms, there remains a substantial audience that consumes sports content through traditional linear television. To help the sport grow and ensure maximum distribution, we need to collaborate with partners who have established linear television presence."
This strategic move follows FanCode's recent acquisition of both linear television and digital broadcast rights for the ISL at approximately Rs 8.62 crore. Despite operating primarily in the digital streaming space, the company deliberately pursued both rights packages, recognizing limited interest in standalone television rights from other market players.
Collaborative Decision-Making Process
During negotiations with the All India Football Federation and ISL interim committee, FanCode emphasized their commitment to maximizing viewership for India's top-division football league. After securing the rights, the company engaged with multiple national and regional broadcasters before ultimately selecting Sony's proposal through a consultative process involving all stakeholders.
Simultaneously, FanCode consulted with ISL club representatives to enhance the viewing experience, resulting in innovative features such as behind-the-scenes footage recorded by each club's designated 'superfan'. The upcoming season will feature commentary in five languages: English, Hindi, Malayalam, Bengali, and Tamil specifically for Chennaiyin FC matches.
Consumer-First Philosophy and Revenue Sharing
Addressing potential concerns about ceding market share to a competitor, Colaco maintained a consumer-centric perspective: "I'm making it easier for people who prefer watching games on linear television. If this comes at some cost to us, that's acceptable because we believe in thinking consumer first. Our product will deliver such a great experience that consumers will naturally choose it. A rising tide lifts all boats, and partners like Sony contribute significantly to promotion and marketing efforts."
Under this arrangement, FanCode and Sony Sports Network will share revenue generated from the broadcasts, with Sony making additional contributions to AIFF's funds that will subsequently be distributed among participating ISL clubs.
Sony's Football Portfolio Expansion
For Sony Sports Network, this partnership represents a strategic addition to their football broadcasting portfolio, which has traditionally focused on European competitions. Despite attending the pre-bid conference for ISL broadcast rights, Sony had initially chosen not to submit a final bid. This marks their renewed engagement with Indian football, having previously broadcast the I-League and Durand Cup tournaments.
Rajesh Kaul, Chief Revenue Officer and Business Head for Sports and International at Sony Pictures Networks India, stated: "This partnership brings the excitement of homegrown football talent and fierce rivalries to millions of fans across the country, while reaffirming our commitment to expanding the football ecosystem in India."
The international broadcast arrangements for the ISL season remain under development as both companies work to ensure comprehensive global coverage for India's premier football competition.
