Guwahati: Following their recent victory in the Durand Cup, North East United Football Club has announced plans to take matches outside Guwahati, to cities like Shillong and possibly Manipur, to increase regional fan engagement.
“We are working with government and private sector partners to integrate sports science and high-performance training, making the region a sports hub, said Mandar Tamhane, CEO of NEUFC in an exclusive interview with Business North East.
North East United Football Club (NEUFC) is also focusing on developing women’s football, particularly at the grassroots level, with the belief that the Indian women’s team could reach global platforms, such as the World Cup, before the men’s team. Tamhane further mentioned.
Here are the excerpts from the interview:
Business North East: Congratulations to NEUFC on securing the Durand Cup! The victory has undoubtedly attracted significant attention. What are your immediate plans following this momentous achievement?
NEUFC CEO: Securing the Durand Cup is a landmark moment for the club, particularly as it marks our first major trophy in 11 years. This win is not only important for the club but is also a well-deserved reward for our loyal fans who have supported us throughout the years. We view this victory as a critical milestone.
However, this is merely the beginning. Our ambition extends beyond this win, as we aim to elevate both the club and the region we proudly represent. It is crucial for us to consistently perform, not just on the field but also off the field, in order to instill pride in our fans and the community.
As we look ahead, our focus shifts to the Indian Super League (ISL). The Durand Cup was an excellent way to start the season, but it is merely a precursor to the challenges that lie ahead. Last season, we finished 7th in the ISL, and our objective this year is to build on that performance and aim for a stronger finish. Improving on last season's results is our first goal, and from there, we will continue to assess and plan for further progress.
BNE: As the only region-specific football club in the Indian Super League, NEUFC carries a unique responsibility. What are your thoughts on the next steps for the club, particularly in terms of the sports economy in the Northeast and the development of local talent?
NEUFC CEO: Unlike many clubs in the Indian Super League, or even those in the I-League or I-League second division, which typically represent a city or a state—like Bengaluru FC or FC Goa—Northeast United represents eight states, covering the entire Northeast region. This sets us apart but also brings a tremendous responsibility. We are not just a club representing one geographical entity; we are representing the aspirations and talent of eight culturally rich and diverse states.
When we look at Indian football as a whole, it is evident that the Northeast contributes significantly to the sport’s talent pool. According to our internal assessment, approximately 62% of players across various clubs in the country come from the Northeast. With that in mind, NEUFC has a duty to ensure that we create a structured pathway for the talented players in this region, from the grassroots level to the professional arena, so that they can build a sustainable career in football.
Of course, articulating this vision is easier than executing it. The challenge is to invest the required effort and resources to make this a reality. It will involve collaboration and dedication from everyone at the club. Winning and losing are inherent aspects of sports, but our focus is on developing a process that fosters talent consistently. These are long-term commitments that we are striving to achieve.
BNE: The Northeast is often referred to as a region that is driven by emotion, and it has a wealth of untapped talent, particularly in remote areas. How do you plan to attract and nurture this talent from these less accessible places?
NEUFC CEO: The key is to create clear and accessible pathways for these young talents. If given the choice, many players would prefer to pursue their dreams closer to home rather than moving to football hubs like Goa, Mumbai, or Bengaluru. Therefore, our priority is to establish a developmental structure in the Northeast that allows talent to flourish locally.
To achieve this, we need to start identifying and nurturing talent from a very young age. This could begin at the Under-7, Under-9, Under-11, and continue through the Under-13, Under-17 levels, all the way up to the reserve team and finally the first team. By creating such a comprehensive framework, we can ensure that players are groomed over time, moving through the ranks within the region.
Additionally, setting up talent identification centers across all eight states is essential. These centers will enable us to scout and develop players from different parts of the region, including remote areas. Beyond that, the establishment of a residential academy is a crucial component of our long-term plan. We are currently in discussions with the Meghalaya government, which has allocated 15 acres of land for this purpose. The academy will provide a formal training environment where players from all over the Northeast—whether from Sikkim, Nagaland, or any other state—can train, live, and develop their skills.
This initiative will help lay a strong foundation for football in the region and give young players a real opportunity to build a career. The goal is to offer a professional pathway for these players, so they do not need to look beyond the Northeast for opportunities.
BNE: To be at par with other major states or cities of our country, what does the Northeast need to do?
NEUFC CEO: The most important issue is that a lot of the talent from the Northeast is moving outside the region. To retain this talent, clubs like ours must create a clear pathway for these players to stay. If they see a solid structure and opportunities in the Northeast, they will be more inclined to stay here. It’s our responsibility to scout talent properly across the region and give them the necessary framework to thrive. Additionally, state football associations should organize competitions for younger age groups, such as Under-7 and Under-9, to ensure children are playing regularly, perhaps even every weekend. Developing this competitive network is key to nurturing players. Through regular matches and good coaching, their skills will develop further, which will open doors for them to become professional players in the future.
BNE: What challenges has NEUFC faced while forming the club and providing training to the players in the Northeast? What has the journey been like so far?NEUFC CEO: I joined NEUFC about a year and a half ago, and since then, I’ve realized the importance of creating a sense of responsibility and belonging among our players and supporters. One of the initial challenges was building a structure or system, as we didn’t have a solid foundation in place earlier. It has been crucial to engage with all stakeholders, including state associations and governments, across the Northeast region. My experience working in Maharashtra and Bengaluru has helped me collaborate with various governments and understand the importance of community engagement. What I've observed in the Northeast is that people are very receptive and want things to happen, even if they sometimes lack the right direction. That’s where we come in, to guide and provide the framework necessary for the growth of football in the region. In the last year and a half, I believe we’ve made significant progress, though there is still much to do.
BNE: Speaking of the coach, Mr. Juan Pedro Benali, who has led the club to several titles, what do you feel about his role, and how do you plan to maintain that success?
NEUFC CEO: For me, the success of a club depends on the people working within it—whether it's the players, coaching staff, or administrative team. The coach is essentially the captain of the ship. Mr. Benali has been a great fit for our club, not just because of his football expertise but also because of his diverse experience in the football ecosystem. He’s been a CEO, technical director, general manager, and has even run his own academy. This broad experience means he understands the financial, operational, and technical aspects of running a club. He’s also committed to nurturing young talent, which aligns with the club’s vision. In the last year and a half, he has demonstrated his capability by leading the team to success, such as winning the Durand Cup. However, this is just one small step. We believe there’s a lot more to achieve, and with his leadership, we’re confident in reaching our goals.
BNE: With your vast experience in the sports industry, how do you see the development of sports in the Northeast, and what is the future of sports here?
NEUFC CEO: The Northeastern region has already produced exceptional talent in various sports, making the nation proud at global platforms such as the Olympics. There has been substantial investment in sports infrastructure, which plays a vital role. For example, the recently inaugurated badminton center in Guwahati is one of the finest in Asia, if not the world. This not only encourages local players to take up the sport but also attracts international competitions to the region.
Assam, in particular, has focused on integrating sports science with initiatives such as the Abhinav Bindra Centre of Excellence, which brings cutting-edge facilities for athlete testing and high-performance training. It’s a level of investment that even larger cities like Mumbai have yet to see. Similarly, Arunachal Pradesh hosted the Santosh Trophy at a newly constructed stadium, and in Meghalaya, the government has developed 12 to 13 artificial full-sized football fields.
This governmental support and collaboration with state sports associations are leading to the creation of more competitions and infrastructure, ensuring that talent remains within the region. It paves the way for a professional sports culture, and the future looks promising, particularly for football.
BNE: With significant investments in sports, how is NorthEast United Football Club generating revenue?
NEUFC CEO: Revenue generation in Indian football is vastly different compared to the global model. In international sports, a substantial portion of revenue comes from media rights. However, in India, most clubs, including NEUFC, are not making profits. Football clubs here rely heavily on their owners, who invest out of passion for the sport rather than commercial gains.
At NEUFC, we are fortunate to have a passionate owner like John Abraham, who is personally funding the club. Unlike other clubs in the country that are owned by corporate giants like JSW, Tata, or RPG Group, NEUFC is backed by John’s personal funds. His commitment stems from his belief that the Northeastern region is the engine of Indian football, and he is determined to nurture this talent.
Though we have sponsors and fans who support us, the revenue from merchandising and ticket sales is still minimal compared to the broader commercial landscape of sports. India's market for football-related merchandise and fan engagement is not yet at the level seen in Europe or other football-centric nations. We are working to build our fan base and give back to the community, hoping that over time, this will lead to more monetization opportunities through ticketing, merchandising, and sponsorships.
BNE: You mentioned the challenges around ticketing and the fan base. With an average attendance of around 12,000-14,000 in a stadium that holds approximately 23,000, how does NorthEast United FC (NEUFC) handle this, and what strategies are in place to manage and grow the fan base, particularly for a club representing eight states?
NEUFC CEO: The first goal for us is to ensure that the stadium is filled, as it significantly impacts the players' performance. Right now, we aren't seeing full capacity in the stadium, especially on weekdays, when the numbers tend to drop. The ideal situation would be to fill the stadium for every match, which not only creates a better atmosphere for the players—both our own and the opponents—but also increases fan engagement. We also recognize that, being a club representing eight states, it's important for us to take matches outside of Guwahati. We are exploring the possibility of hosting 2-3 matches in Shillong, especially after witnessing the enthusiastic response during the Durand Cup. In Shillong, the government even set up fan parks similar to those for the IPL, and the response was overwhelmingly positive. This shows that there is significant potential to grow our fan base across the Northeast. We are also looking at opportunities to host matches in other parts of the region, such as Manipur, where Indian national matches have drawn great crowds. It’s crucial to leverage this potential, not only by taking matches to these regions but also by identifying local talent from these states. This approach will inspire younger players and help build a deeper connection with the club, eventually expanding our fan base. However, we know it’s a gradual process, and we’re working hard to achieve this.
BNE: You’ve spoken about collaborations with various governments across the Northeastern region. How have these partnerships, particularly with the tourism departments, helped the club in its operations and fan engagement?
NEUFC CEO: We are currently partnering with the tourism department of Assam, and this collaboration has been crucial for us. Additionally, the sports departments of different states have been helping us, not just in promoting tourism but also in facilitating the matches. For instance, in Guwahati, we are fortunate to have the support of various government departments, including police, sanitation, and health, to ensure the smooth conduct of our matches. This level of government support is refreshing for me, especially coming from Karnataka, where we didn’t have this kind of backing. The support here indicates a strong interest in using football as a vehicle to engage the youth, and we at NEUFC feel responsible to uphold this professionalism, ensuring that government efforts are not in vain.
BNE: Are there any investment plans in place, particularly in terms of merchandising or fan engagement strategies, to attract more support for the club? NEUFC CEO: While we do have merchandise available for fans, the major investment focus is on developing infrastructure and nurturing local talent. We’re working closely with governments to enhance the facilities available for training and matches, and we’re also committed to ensuring we have qualified coaches to train young players. The investment, in this case, isn’t just about monetary aspects. It’s about directing resources towards the development of talented players who can represent not only NEUFC but also their state teams and eventually the national team. The Northeastern region is rich in talent, and it’s our responsibility to provide the right direction for these young players to grow and achieve their potential.
BNE: What are your thoughts on entrepreneurship in the sports industry, particularly in the context of the Northeast?
NEUFC CEO: With the increasing presence of industries and corporates in the region, sports can serve as a primary form of recreation and engagement for them. Establishing sports infrastructure will provide these businesses with an environment where their employees can relax and enjoy, while also promoting a healthy lifestyle. Moreover, having clubs like NEUFC can foster community engagement through sports, attracting more entrepreneurs and investors into the ecosystem. We’re already seeing major developments like the semiconductor plant coming to Assam, which signals that the Northeast is open to large-scale investment. This influx of capital will undoubtedly benefit sports, as more infrastructure and corporate support emerge. We've already had significant backing from Indian Oil and brands like Amrit Cement, both of which have a presence in the region. I believe that as more industries establish themselves here, sport, especially football, will benefit immensely.
BNE: NEUFC represents a region with a diverse and competitive sports landscape. How do you handle tough matches against established clubs, especially given your recent successes like the Durand Cup win?
NEUFC CEO: When it comes to the pitch, it’s all about the game itself. In the Durand Cup final, for instance, we beat Mohun Bagan in Kolkata, their home ground, in front of 55,000 fans. Regardless of how big or small a club is, it comes down to the 11 players on each side and how they perform. We focus on the processes set by our coaches and trust the strategies in place. Following these processes has led to success, and we believe that as long as we stay focused, we can continue to compete with the best clubs.
BNE: NEUFC has had a significant impact on the growth of football in the Northeast. What role does the club play in empowering women in sports?
NEUFC CEO: We’ve already started initiatives for women’s football, particularly with younger age groups. There’s a strong belief in the football community that the Indian women’s team may play in a World Cup before the men’s team, which is a sentiment shared by many in the sport. Our focus is on fostering local girls' teams and helping them grow into competitive players. The Indian Women’s League (IWL) is a short, three-month tournament, and we hope that it will expand into a longer season, allowing us to make a meaningful contribution to women’s football. We plan to build younger girls’ teams for under-13 and under-15 competitions, creating a solid foundation for the future.
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