The Premier League's engagement with India has evolved significantly. Initially focused on youth football through academy teams and tournaments, the league now prioritizes structural development by training grassroots coaches. The Next Gen Programme, originally a youth tournament, has expanded into coach education with the Next Gen Coach Programme in Goa, following last year's Community Coach Development Programme in Mumbai. The league believes that empowering one coach can positively influence hundreds of young players.
Strategic Shift to Coach Development
Hrishikesh Shende, Managing Director of the English Premier League India, explains the rationale behind this shift. After nearly two decades of grassroots work, the EPL recognizes that local coaches offer greater scalability and sustainability than one-off training sessions. The Next Gen Coach Programme amalgamates three previous initiatives: Primary Stars, Premier Skills, and the Community Coach Development Programme. This refined version aims to uplift grassroots coaches across India.
Selection Process and Partnerships
Coaches are selected through local partnerships, such as with the OSCAR Foundation, which recommends suitable participants. Additionally, the Dream Sports Championship allows top youth academy coaches from India to work with Premier League elite coaches. This self-selection process ensures that motivated coaches benefit from the training.
Geographic Expansion
The programme is currently in Goa, following an activation in Mumbai. The league plans to expand to multiple cities responsibly, increasing its geographic footprint across India.
Scale and Impact Goals
Over the past 18-20 years, the Premier League has positively impacted approximately 7,300 coaches, referees, and educators, benefiting 125,000 children. While no specific target number is set, the focus is on quality and effective scaling. The league aims to fine-tune its process and assess demand before scaling rapidly.
Long-Term Commitment to India
The Premier League opened its India office last year to ensure more consistent and frequent engagement. With boots on the ground, the league can take a hands-on approach throughout the season. India is a key strategic market, and the league seeks to bring fans closer through improved broadcast experiences and fan activations.
Football Development Pillars
Beyond grassroots, the league focuses on fan engagement and football development through strategic partnerships. The Dream Sports Championship is a first step in sharing Premier League methodologies to uplift Indian football. The league aims to contribute to the Indian football ecosystem by sharing learnings and best practices.
The Next Gen Coach Programme in Goa convened 30+ OSCAR Foundation coaches, supported by two Premier League Community Coaches and two Indian Alumni Coaches. This initiative reflects the league's commitment to sustainable football development in India.
