By Moa Jamir
“We are not just launching a football league; we are igniting a passion, a dream, and a vision for the future of football in our region,” declared Benei M Lamthiu, Chairman of the NSL Governing Body and General Secretary of the Nagaland Football Association (NFA), at the official launch of the Nagaland Super League (NSL) on January 28, 2025.
Mounted ambitiously, the NSL was envisaged not only as an extended football spectacle for fans but also as a launchpad for local talent in the state. Nagas are undeniably passionate about football, and the league was aimed at harnessing and nurturing this enthusiasm.
Two months later, as the league reaches its final stages, visible changes have emerged, particularly during the playoff phase. While fan patronage was initially a concern—especially at the larger Indira Gandhi Stadium in Kohima—the response has been significantly more encouraging at Chümoukedima, albeit at a smaller venue. The ancillary services around the matches appear to be doing brisk business, further buoyed by the rare relaxation of the state's often-derided prohibition law.
A key indicator of the league’s growing traction is audience engagement. An analysis of the NSL’s official YouTube live streams shows a marked increase in viewership. Until a week ago, only two matches had surpassed 50,000 views, but during the playoff stage, the numbers surged past 100,000, with Playoff 3 nearing 200,000 views. While a slight increase is expected as the final approaches, the organic rise in audience engagement and ticket sales suggests a growing willingness among fans to invest in the experience of live football.
For the NSL to thrive in the long run, it must focus on building a sustainable organic fan base. Growing audiences organically is crucial, and this can be achieved through familiarisation, grassroots engagement, and effective governance. Best practices from established leagues indicate that transparency, integrity, and accountability in management are essential. As Andanje et al (2014) postulated, good governance extends beyond policies and procedures; it also involves cultivating an ethical culture within the organisation and ensuring responsible leadership.
The NSL Governing Body must earn and maintain the confidence of fans and stakeholders by demonstrating professionalism at every step. This includes sound financial management, fair officiating, and robust player development programmes. Further, today’s young spectators will form the core of tomorrow’s dedicated fan base, thus, their engagement must be fostered.
Above all, sycophancy and internal politicking must not be allowed to undermine the league’s credibility. A loss of organic fan support due to mismanagement or favouritism would be detrimental, as no amount of glamour or financial backing can compensate for eroded trust.
The league must stay true to its essence as a genuine sporting initiative, focusing on player development, fan engagement, and long-term sustainability. Expanding participation will also be key factor to achieve these goals. The NSL has shown promise, but the real challenge lies ahead: translating initial enthusiasm into a lasting footballing culture in Nagaland. By learning from successful leagues worldwide and staying true to its mission, the NSL can carve out a bright future and cement itself as a crucial pillar of Nagaland’s sporting landscape.
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