Elsewhere In Football #21
A Strong Start to 2026: Building Football, Opportunity, and Belief in India
2026 has begun with real momentum here in India, and as our plans for the rest of the year come into focus, it’s hard not to feel genuinely excited about what lies ahead. The foundations we’re putting in place are strong, purposeful, and already showing meaningful impact.
One of the most encouraging indicators of that progress is our weekly coaching numbers. In the final week of January, we reached a new milestone: 701 children coached weekly, the highest number we’ve achieved to date. It’s an incredible start to life here in India and provides a steady, sustainable base to build from.
Our ambitions are clear. We’re targeting 1,500 children by June and 2,000 by the end of the year. These numbers aren’t arbitrary. We firmly believe that participation is the first — and most important — step in developing a true football culture, and ultimately, footballing talent. Without a wide and diverse pool of players, opportunities are immediately limited.
India has more children than anywhere else in the world. It stands to reason that the potential talent pool here should be the largest on the planet. The only way to genuinely tap into that potential is simple: get kids playing football.
Football for All: Access, Opportunity, and Life Skills......
Our work specifically focuses on underprivileged communities and schools. While football does exist in India, access is often limited to paid academies. For families living on the breadline, there is no disposable income for organised sport.
By providing access to football for these children, we’re offering more than just a game. We’re opening doors — potentially creating a route out of poverty — while also developing life skills that will serve them far beyond the pitch. Football can be a way out, but first and foremost, it’s a powerful teacher: teamwork, resilience, discipline, confidence, and belief.
Our Junior League: Small Beginnings, Big Growth....
As Valentine’s Day approaches, we also reach an important milestone: the conclusion of the first season of our Junior League.We began modestly, with just eight U10 teams, but what we’ve seen over the course of the season has been nothing short of remarkable.
The opening weekend featured enthusiastic yet unorganised teams, full of raw and unpolished talent. As the weeks passed, those same players became smarter, more composed, and more game-aware.
Players who were initially finding their feet are now growing in confidence, no longer intimidated by stronger teammates or opponents, but instead determined to match them. Week after week — despite the cold weather — children turn up ready to play, learn, and compete. The growth has been visible, tangible, and inspiring.
Changing the Narrative....
We’re also proud to be challenging outdated perceptions. India is often labelled a “cricket country,” but that narrative is far too narrow.
Football is here, it’s growing, and it’s thriving.
India doesn’t need to be a one-sport nation. With the scale of talent and the sheer number of young people, there is absolutely no reason football and cricket cannot flourish side by side. The potential is vast, and we’re only just scratching the surface.
Learning From ‘Mini Brazil’.....
A recent visit to what’s often referred to as ‘Mini Brazil’ was especially eye-opening. The quality, passion, and deep-rooted football culture on display reinforced just how much India has to offer the global game.
You can read the full story here.
Alongside our local work in Haldwani, building a national network of like-minded people is essential. India is almost a continent in itself — travelling from one state to another can feel like entering a new country. Sharing ideas, experiences, and best practices is vital if we’re to create meaningful, long-term change.
Building for the Months Ahead....
The coming months will be busy — and exciting. We’ll officially launch our Coach Development Program, an area I’m deeply passionate about and one where I truly believe lasting impact can be made.
Our Junior League will expand to U9 and U11 levels, launching alongside the new school year in April. We’ll also begin work with new centres that will bring football to over 600 girls, further widening access and opportunity.
The foundations are firmly in place. The building is well underway. And the belief — in football, in people, and in what’s possible here in India — has never been stronger.
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