FIFA U-17 World Cup: Brands bet on crowds more than the game

Advertisers spin a story of national pride and development, not sporting glory, at the ongoing tournament

After years of watching FIFA’s rising popularity in the country from the sidelines, brands are testing the waters with the ongoing FIFA Under-17 World Cup. While advertising has been low-key, a mix of international and national brands associated with the tournament such as Adidas, Hyundai, Bank of Baroda, Coca-Cola are trying to craft a narrative around the pride of a host nation, the rising power of football fandom in India and the courage of its fledgling talent on the field. The objective: Craft an identity for the brand around the sport.

Football in India has for long had a dichotomous existence;