India experienced football history as The Sports Front brought the iconic Real Madrid vs Barcelona rivalry to Indian soil for the first time on April 6, 2025, at the DY Patil Stadium in Navi Mumbai.
The Legends Faceoff delivered an electrifying spectacle, rekindling one of the greatest clashes in world football.
The Sports Front aims to transform India’s sports business by providing world-class foreign experiences. As India strengthens its status as a global sports hub, hosting international events like this opens the door for more premium experiences and collaborations. This event represented India’s growing influence in the global sports scene, and companies that participated in such historic occasions were able to position themselves as forward-thinking and aligned with the future of international sports and entertainment.
To know more on the same, SportsMint Media had the privilege of interviewing Mr Ankur Kumar, Chief Marketing Officer, The Sports Front.
In the brief interview, Mr Kumar mentioned strategies that brought this game to life, The Sports Front’s long-term vision, and more.
1. What strategies did the Sports Front employ to secure the historic Legends face-off match between the two sides?
It wasn’t rocket science. We’re incredibly passionate about football. We visited Spain and Barcelona several times, even attending matches at Camp Nou and Santiago Bernabeu. During those visits, we had the privilege of meeting some of these legends and their managers. Through those connections, we managed to get in touch with the clubs, who have been very cooperative. They are also aware of the massive fanbase in India and were eager to come. We proposed the idea of a “El Classico Legends” game here in India, and they were just as excited. And that’s how we brought it to life.
2. How does hosting such a high-profile event align with The Sports Front’s long-term vision for expanding its influence in the global sports industry?
We’ve set a benchmark. Real Madrid and Barcelona are two of the biggest clubs in the world, and their rivalry is legendary. This event sets a new standard for the kind of events we want to bring to India. We’ve already got several more games in the pipeline. For instance, we’re planning a Barcelona Legends vs Manchester United Legends game soon. We also have plans for Barcelona Legends vs Real Madrid Legends in Dubai and another event in Delhi. We’ve kicked things off with a bang, and there’s a lot more to come.
3. What are the key sponsorship opportunities that businesses can expect from such an event?
We’ve had some fantastic sponsors on board. HSBC, for example, has been a key sponsor and our banking partner, and Jameson Ginger Ale have been great to work with as well. These are aspirational brands that see the value in aligning with such an event. The response has been overwhelming. We didn’t have the time to work with all the interested sponsors, but there’s clearly a lot of potential for brands to get involved in future events like this.
4. Can you elaborate on the expected media coverage and audience reach for the Legends face-off match?
Media coverage has been exceptional. JioStar, our broadcasting partner, is the largest broadcaster in India, and we’ve been receiving media queries from all over the world. There’s been interest from Dubai, the Middle East, and all parts of India, including regional and international outlets. We’re still assessing the media value, but with JioStar as our broadcaster and such extensive coverage, it’s clear this event will have a significant global reach.
5. How does the Sports Front measure the success of its events, both from a financial and brand-building perspective?
For this first event, financial gains weren’t our primary focus. Our goal was to promote and support football. From that perspective, I believe we’ve been successful. The turnout, the excitement, and the media coverage show that we’ve achieved our objective. Moving forward, we will definitely consider the financial aspects, but for now, our focus was on football promotion.
6. How does the Sports Front plan to capitalise on the growing interest in sports events in India, particularly in terms of attracting more international brands?
We’ve already capitalised on the growing interest with this event. The response has been overwhelming, and it shows that there is a huge fanbase here. This event serves as a proof of concept for future events. Now that we know it works, we can approach more clubs and sponsors. In fact, PSG Legends have already approached us for a potential Legends game. We see this as just the beginning, and there are plenty of opportunities to continue growing.
7. Looking ahead, what other major events do you have lined up, and how does the Sports Front plan to establish itself as a leader in sports management?
Our goal is to establish ourselves as leaders in this space, not just in football but across various sports. We’re focused on football for now, with events like a Legends tennis game between Roger Federer and Maria Sharapova potentially in the future. We have another major event planned for December, with Manchester United Legends vs Barcelona Legends. As we build our portfolio, we aim to become the go-to entity for high-profile sports events in India and beyond.