Zee Entertainment Enterprises Ltd (ZEEL) yesterday said it will contribute 15 percent of Zee5’s football-related subscription revenues towards building football in India, as part of a long-term initiative aimed at identifying, training and nurturing young talent, and helping create Indian teams capable of competing in the men’s and women’s FIFA World Cup by 2034.

The company in a statement said every Zee5 subscriber watching football would effectively contribute towards developing the sport in the country, with the initiative focused on creating a robust and inclusive football ecosystem. ZEEL said it intends to leverage its reach and subscriber base to identify, train and uplift young talent from every corner of India.

The broadcaster said its partnership with the governing body of world football until 2034 reflects its commitment to strengthening the sport’s development in India. It plans to draw upon global best practices in talent discovery, player development, league-building and coaching support to accelerate the creation of a globally competitive football ecosystem.

Under the programme, the company will establish structured training initiatives and scalable league formats at city, district, state and national levels. ZEEL also plans to onboard renowned football personalities as domain experts and collaborate with international football federations as well as national and state-level associations to drive talent identification and training efforts.

The initiative will focus on grassroots development by creating opportunities for aspiring footballers across the country and building a strong talent pipeline from an early stage. The company said the effort is aimed at enabling young players to progress from local competitions to national and eventually global platforms.

Speaking on the initiative, Zee CEO Punit Goenka said: “India has a large, untapped reserve of football talent that harbors immense potential to compete at a global stage. As a responsible industry stakeholder and the home of football in India, it is our commitment to build a sustainable and conducive environment that nurtures the development of football in a holistic manner.”

He added that the initiative would enable football viewers to “invest in the dreams of countless young Indians” and help place India firmly on the global football map through future generations of players.

ZEEL said it envisions a unified football ecosystem that can produce globally competitive Indian teams for men’s and women’s FIFA World Cup competitions across age groups, marking what it described as a significant step forward in the country’s football journey.