When Lionel Messi made his much-anticipated debut in the Concacaf Champions Cup for Inter Miami against Nashville on March 8, legions of Messi fans in India did not know where to watch the Argentine live. Apple TV+, which broadcasts Messi’s MLS games, did not have a contract with the Champions Cup. Nor did the likes of Sony Sports Network or Disney+ Hotstar — the go-to places for top-tier football from around the world.
While some Messi fans desperately searched for pirated links on Google, a few managed to catch glimpses of the game through the buffering servers of bootlegged videos on X. But for those who had done their research, the solution was simple — pay Rs 99 and witness Messi in action in HD. On a platform called FanCode, the fastest-growing hub of alternative sports viewing in India.
Founded by sports industry veterans Yannick Colaco and Prasana Krishnan in March 2019, FanCode has more than 100 million users and has streamed more than 50,000 matches across 12 different sports, including cricket, football, golf, rugby, kabaddi, basketball and Formula 1. FanCode’s USP is its model. Instead of asking consumers to pay a one-time premium to consume sports, it provides passes for specific matches, tours and bundles alongside monthly and annual subscriptions at affordable rates. The winner of the “Best Sports Start-up” at the 2019 FICCI India Sports Awards, FanCode has partnerships with several domestic and international leagues and associations, which allows its library of content to include niche competitions that no TV channel or OTT platform is likely to showcase in India.
An entire weekend of Formula 1 action for Rs 49; more than 500 MLB games for Rs 149
“Investment in terms of broadcasting has largely been restricted to the most popular sports and competitions,” feels Yannick Colaco FanCode
“Sports fandom in India has grown exponentially in the past few years. But investment in terms of broadcasting has largely been restricted to the most popular sports and competitions, such as the IPL and the FIFA and ICC World Cups. The gap in coverage, related to other sports and events for millions of fans in the country, is something we wanted to address,” says Colaco, speaking exclusively to My Kolkata. In 2023, FanCode broadcast five World Cups from five different sports, with its audience expanding to include tier 2 and tier 3 cities in India.
While you will not find live coverage of the IPL or a Test series between India and England on FanCode (though scores and updates are present), diehard cricket fans can avail of The Hundred, The Caribbean Premier League as well as international bilateral series in countries like Bangladesh. Even though cricket viewership remains top on FanCode, Formula 1 and football are getting increasingly popular. Last year, FanCode got an “excellent response” through its streaming of football tournaments such as the SAFF Championship and the Hero Super Cup. The 2023-24 I-League, which was won for the first time by Mohammedan Sporting Club, was also available on FanCode. “We’ve seen a niche but extremely passionate following for sports such as rugby, golf and volleyball in India,” points out Colaco.
At the time of writing, it is possible to access all five T20Is between Bangladesh and Zimbabwe on FanCode by purchasing a tour pass for Rs 99. All 14 tournaments of LIV Golf can be unlocked for Rs 399. An entire weekend of Formula 1 action (comprising race, qualifying and practice) is up for grabs for Rs 49. Football fanatics can take in the intensity of the J League, previously graced by Andres Iniesta, at Rs 15 per match. At Rs 149, more than 500 games from Major League Baseball (MLB) can be experienced on FanCode.
Moreover, a monthly pass for Rs 199 or a yearly pass for Rs 999 (at a discounted rate of 50 per cent) offers an “unlimited livestream pass” combining multiple events and sports. With over 400 live matches on FanCode every month, the monthly pass effectively charges a user less than Rs 2 per game.
Customised merchandise on FanCode Shop, including that of KKR
KKR merchandise and collectibles are available at significantly discounted prices on FanCode TT archives
But streaming is not the only way in which FanCode supports fandom. Another integral part of the FanCode identity is merchandise. From personalised jerseys to collectibles, shoes and more, FanCode’s apparel and accessories range matches the qualities of its streaming, striking the balance between quality and price. “For this year’s IPL, we’re running the KKR Mega Store, where fans can get licensed merchandise of KKR — from official jerseys to special kits for kids to key chains, tote bags and much more — all in one place. This partnership leverages FanCode Shop’s sports commerce and tech capabilities to curate a connected and seamless experience for fans. FanCode Shop is lending its expertise towards building and managing an exclusive digital store for KKR, including end-to-end product and customer experience, manufacturing, logistics, customer care and marketing,” explains Colaco.
Besides KKR, other IPL jerseys are also on sale on FanCode Shop for Rs 599. Customisation options for jerseys have even reached the stadium. Or, more specifically, the Narendra Modi Stadium in Ahmedabad. Should you want to purchase an official Gujarat Titans (GT) jersey with your name on the back instead of that of Shubman Gill or Rashid Khan right before you take your seat at the world’s biggest cricketing venue, FanCode will have you covered.
On course to double its total subscribers this year, FanCode has gained first-mover advantage in a space that is only set to grow as more sports and their properties turn their attention to India. Colaco knows this only too well, but is not willing to spell out specific goals for the long term. Instead, FanCode’s target for over the next few years is to “become the destination of choice for sports fans to watch whatever sports they want and to get access to merchandise of sports brands they love”. Does that mean that we will get to see Premier League action or a Chicago Bulls jersey on FanCode anytime soon? That is for Colaco and Co. to decode.
