I have to say I was looking forward to hosting the India leg of the Coca-Cola FIFA World Cup Trophy Tour. This was my second time doing so after 2014, and with Gilberto Silva in the house, it was an occasion to look forward to. What made the event doubly special was what Coca-Cola announced at the gala dinner in the presence of two of India’s U-17 women’s footballers. The brand announced support to the tune of crores over three years, which will be used for the training and development of the girls as they get ready to play in the AFC Asian Cup and other competitions.
In normal circumstances, it is yet another sponsorship announcement from one of the biggest spenders in global sport. So why is it special, and why am I writing about it? First, it is the Indian women’s U-17 team – young, formative minds who have a glint in their eyes and want to make a career in football, a sport that has suffered a lot in the last few months. Second, the AIFF has decided to use the money to send the girls to train in Europe ahead of the competition, giving the team the best chance to make an impact. It is an effort that can change lives and make history, transform careers, and create a legacy.
Most brands spend money on stars—that’s how value is obtained. To spend money on a U-17 team is rare, and that’s where Coca-Cola India has to be commended. Second, the brand could have easily decided to back the ISL. After all, they would get multiple national headlines if they stepped forward with this contribution for India’s top-tier league. Instead, to spend it on the U-17 team and give the girls an opportunity to be the best prepared is indeed a rare gesture.
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There were two Indian players from the team present in Delhi, and one of them, Julan Nongmaithem, had scored the 90th-minute goal against Kyrgyzstan. The smiles on their faces said it all. It isn’t always about the value or the amount; rather, it is the thought and the intent. That’s where this support stood out, and I hope more corporates come forward to support Indian women’s football.
In all the doom and gloom of 2025, Indian women’s football had its best ever year. Three teams making it to the Asian Cup has never happened, and in all honesty, the women have a realistic chance of making the World Cup with some stellar performances. It is a sport that has stepped up and, unlike the men’s game, has serious opportunities in front of it. That’s where support can make a difference. Training in Europe could help the team immensely and could mean that the girls will be best prepared when they step out to play in a competition that is arguably the biggest of their lives.
Sport, at one level, is about hope – about optimism and joy, making a difference and inspiring the next generation. That’s what happened in Delhi last night, and that’s why the gesture matters. And yes, speaking to Gilberto Silva, a 2002 FIFA World Cup winner with Brazil, was indeed a privilege!
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