SPOTLIGHT | GFA's marketing falters as inter-village matches bigger draw than national football

PANAJI
Marketing football in Goa has become more crucial than ever in the digital age, but the Goa Football Association (GFA) seems to have missed the mark. Despite the importance of promoting the game, players, and key matches, the GFA’s Media and Marketing Committee, headed by Omar Vaigainkar, hasn’t met once in the last three years.
Attempts to contact Vaigainkar for comment were unsuccessful, leaving many questioning the association’s commitment to marketing football. A physical education teacher raised concerns about the lack of promotion for the India vs Singapore match in Fatorda. “Where was the marketing plan? I got 15 free tickets at noon on match day. If I’m to give them to students, I need time,” he said.
Another official added, “When it was clear that interest was low, GFA should have distributed free tickets earlier, but they were given last-minute and without publicity.”
This highlights the need for a more professional and planned approach to marketing, as opposed to last-minute decisions.
Why won't fans turn up for matches?
The lack of ticket counters in villages is one major factor contributing to the low attendance at national and international matches. Fans find it inconvenient to travel to Margao to buy tickets, especially when online options are not always reliable due to unstable internet connections in many areas.
Another key issue is the absence of quality players. Local fans enjoy watching star players like Coro, who are capable of keeping the crowd engaged with their goal-scoring abilities. However, FC Goa currently lacks such players, which impacts the fanbase and the excitement surrounding the matches.
The affordability of tickets also plays a significant role. High ticket prices for national and international games deter many local fans who find inter-village matches more budget-friendly.
Moreover, the fan experience at inter-village matches is more engaging. These games often offer incentives like Housie prizes, and local teams have a devoted following. Fans are more likely to attend these matches, not just for the game, but for the community atmosphere. Betting on local teams is also common, with instant payouts adding to the excitement. Additionally, the matches end earlier, and local transport options are available, making it easier for fans to get home.
For the GFA to boost attendance at higher-level matches, its marketing strategy will need a major overhaul to tap into the local passion for football and provide a more engaging experience for fans.