Since its inception in 1992, the English Premier League (EPL) has grown into one of the most popular football leagues in the world. India, a country where cricket has long reigned supreme, has gradually evolved into one of the EPL’s fastest-growing viewership markets.
This article outlines the historical progression of the EPL’s popularity in India, from humble beginnings to its powerful cultural and economic impact in 2025.
The English Premier League made its Indian debut in 1992 when Star TV secured broadcasting rights, bringing British football into Indian living rooms for the first time. The viewership base was limited, primarily centered in urban hubs such as Mumbai, Delhi, Bangalore, and Kolkata. Matches were broadcast late at night due to time zone differences, but the novelty of international football attracted attention from affluent Indian households who had access to cable television. The league's initial appeal was slow-growing, drawing expats, returning NRIs, and football fans from colonial-era club towns.
Between 1996 and 1999, with ESPN-Star Sports gaining broader distribution and better time-slot arrangements, the EPL began to gain traction. Indian fans were introduced to the legacy of clubs like Manchester United, Arsenal, and Liverpool. Manchester United’s treble-winning season in 1998–99 made a profound impact, establishing a passionate fan base for the Red Devils across Indian metros. Viewership numbers crossed 10 million by 1999, a dramatic jump from the estimated 2.5 million in 1994. Local bars and cafes even began showing live matches for dedicated fan groups.
The 2000s were defined by iconic players like Thierry Henry, Steven Gerrard, Frank Lampard, and Cristiano Ronaldo. Indian fans developed strong affiliations to clubs through these stars. The EPL began to dominate India’s urban youth culture, especially through the rise of fantasy leagues and social media forums. By 2005, viewership in India had ballooned to 23 million. Merchandise sales—replica jerseys, scarves, and accessories—grew 350% from 2002 to 2007, driven by a rapidly digitizing retail landscape.
The introduction of Hotstar in 2014 transformed the accessibility of live EPL matches. Before Hotstar, viewership was mostly tied to cable packages. With internet penetration reaching 35% nationwide by 2013, and smartphone usage crossing 70 million devices, Indian fans now had 24/7 access to live updates, matches, interviews, and behind-the-scenes content. Fantasy football saw a spike, with Dream11 reporting a 185% rise in EPL users between 2012 and 2014. Facebook fan pages like "EPL India" and "Premier League Fans India" collectively garnered over 5 million followers by 2014.
By 2015, India’s middle class had grown to over 300 million, with higher disposable incomes and an appetite for global entertainment. Subscription-based sports content saw a 41% rise in purchases within the 18–35 age group. The EPL was the primary driver behind these numbers. This economic growth also paralleled the rise of digital betting communities. While formal betting remains illegal in most parts of India, users found alternative platforms, including international India online casino sites, to engage in predictive match results and fantasy leagues. Industry estimates suggested over ₹4,300 crore was informally wagered on EPL matches in 2015 alone.
Between 2015 and 2018, nearly every top EPL club established an official presence in India. Manchester United Supporters Club launched branches in 14 Indian cities by 2017. Arsenal Mumbai, Chelsea India, and Liverpool Delhi held regular screenings, charity drives, and even fan matches. These clubs hosted EPL legends like Dwight Yorke, John Arne Riise, and Robert Pires for promotional tours, creating immersive fan experiences. The Manchester Derby screenings in Delhi and Bangalore in 2018 drew over 12,000 fans across venues.
In 2019, the Premier League signed a $120 million broadcast rights deal with Star Sports and Disney+ Hotstar for the Indian subcontinent. By 2020, Hotstar had over 8.4 million concurrent viewers during key matchdays—an all-time record for EPL streaming in India. The average viewership per game rose from 2.1 million in 2016 to 4.8 million in 2020. Match commentary in Hindi, Tamil, and Bengali further expanded the league’s reach to Tier 2 and Tier 3 cities, pushing football viewership beyond traditional urban boundaries.
Despite global sports disruptions, the Premier League thrived digitally during the COVID-19 lockdowns. Star Sports reported a 37% increase in time-spent-per-viewer during the first quarter of 2021. Digital interactions—Twitter hashtags, YouTube views, Instagram Lives—increased EPL’s Indian digital footprint by 52% year-on-year. With 95% of viewers watching from home, EPL became the primary escape and conversation starter among Indian youth throughout lockdowns.
Starting in 2021, the EPL expanded its reach by offering commentary in over 5 Indian languages, including Malayalam, Kannada, and Telugu. This decision was based on viewership analytics showing a 29% rise in non-English content consumption. Regional influencers and former Indian footballers were roped in as analysts, creating a locally resonant viewing experience. The decision not only improved accessibility but also elevated football culture in previously underrepresented regions.
English clubs began supporting grassroots development in India as early as 2014, but large-scale investment took off after 2018. Tottenham Hotspur opened a training partnership in Pune, while Arsenal collaborated with Reliance Foundation to establish training camps in Mumbai. Over 200,000 Indian children have participated in these academies as of 2023. Scouts from Crystal Palace and Manchester City now attend annual youth tournaments held in Goa and Hyderabad. The Premier League’s cultural footprint has extended into talent development, aiming to identify the first Indian player to debut in the EPL.
As of 2025, the English Premier League commands an active fanbase of over 93 million across India. Disney+ Hotstar reports more than 10.6 million unique users per matchweek. Social media fan engagement from India makes up 17% of the league’s global digital interactions. With the Indian Super League running parallel and former EPL players like Robbie Keane coaching in India, the EPL’s influence continues to deepen. Future plans include broadcasting in regional dialects like Bhojpuri and the launch of the first official Premier League Experience Centre in Mumbai by mid-2026.
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