The Premier League has taken another strategic step toward cementing its footprint in India by appointing Hrishikesh Shende as its new Managing Director for the region — a move that signals a clear intent to elevate the league’s presence in one of the most commercially promising yet complex sporting markets in the world.
Shende’s appointment follows the recent inauguration of the Premier League’s India office in Mumbai, joining the league’s growing portfolio of international outposts in New York, Beijing, and Singapore. His professional pedigree brings a blend of media, brand, and rights-holder experience that’s highly relevant to the Premier League’s goals in the subcontinent.
A Multidimensional Industry Leader
Prior to this role, Shende served as Senior Vice President of Strategy, Acquisitions, and Partnerships at JioStar — the joint venture of Star India and Viacom18 — which currently holds the Premier League’s broadcast rights in India through the 2027-28 season. He was also Chief Operating Officer of the Lucknow Super Giants, an Indian Premier League cricket franchise, and earlier in his career spent nearly a decade at Adidas India, shaping sports marketing strategy in one of the world’s most dynamic consumer landscapes.
Shende’s LinkedIn post announcing the appointment emphasized his intent to collaborate with both global and domestic stakeholders to deepen football development in India and strengthen fan engagement across the country.
Why This Move Matters
India is an emerging battleground for global sports leagues, with its massive youth population, digital-first consumption patterns, and growing appetite for premium global content. But the market remains dominated by cricket — a cultural institution — and requires sustained, localised investment to shift behaviors.
The Premier League has been laying this foundation steadily over the past two decades. Its Premier Skills initiative, in partnership with the British Council since 2007, has trained thousands of grassroots coaches and referees. It has also maintained a long-running relationship with the Indian Super League (ISL), focused on knowledge-sharing and governance development. In May 2025, the relationship will take a significant step forward when youth squads from Premier League clubs travel to Mumbai for a landmark under-19 competition with ISL teams.
This mix of grassroots credibility, institutional alliances, and now on-ground leadership suggests the Premier League is not content with just TV viewership numbers — it’s aiming to embed itself within India’s sporting culture, policy framework, and youth development ecosystem.
What Comes Next?
With JioStar locked in as the domestic broadcast partner and a dedicated office up and running, the next chapter likely involves deepening club-level activations, building regional fan communities, and exploring brand-led commercial partnerships that tap into India’s growing sports economy.
For Hrishikesh Shende, the challenge is multifaceted: elevate the Premier League’s resonance among casual Indian sports fans, create on-ground relevance in a cricket-first market, and position the league as a long-term player in both sport and society.
At 365247, we view this as a blueprint for how global sports properties must blend content, culture, and community to win in strategically important but competitive regions.
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