When you think of football in India, it’s easy to picture the passionate fan bases that support European and South American clubs and national teams with unmatched intensity. But behind that enthusiasm, there’s a publication that has become a bridge between India’s growing football culture and the global game: Viva Football Magazine.
Founded in 2016 by Ashish Pendse, a former national footballer and veteran journalist, Viva Football stands today as India’s only football magazine in print format—a remarkable achievement in an increasingly digital world.
“I am from India, near Mumbai, the financial capital,” Pendse began. “I was a national footballer myself, and later worked for the Indian Express Group and Times of India Group, the two largest media houses in India, for more than 20 years.”
After decades of writing about football and sports, Pendse and two colleagues—Dr. Vishwajit Kadam, Vice President of the Western India Football Association, and Mandar Tamane, CEO of NorthEast United FC—decided to create something unique.
“Whenever we used to travel to Europe or the U.S., we brought back football magazines from the Western world,” Pendse explained. “We felt it was time India had its own. So we started Viva Football Magazine in 2016 to cater to Indian football while also bringing world football to Indian fans.”
Photo courtesy of Viva Football Magazine.
Reaching schools and grassroots players
While most media outlets chase clicks and online traffic, Viva Football has a very different mission: to reach schools, kids, and libraries.
“Our primary intention is to reach out to the schools, because we believe they are the future of sports culture,” said Pendse. “If you start nurturing them at age 10, 12, or 15—just like we do in grassroots football—their interest grows through Viva Football Magazine.”
The magazine partners with schools, academies, and clubs across India and serves as the official magazine partner of the Subroto Cup, the country’s largest inter-school football championship, which features around 20,000 schools nationwide.
“We also network with all the football fan bases in India—fans of European, Latin, and global clubs,” he added. “That’s how we reach out to football lovers all over the country.”
Photo courtesy of Viva Football Magazine.
Football’s growing popularity in India
Despite cricket’s dominance, Pendse believes football’s rise in India is undeniable.
“Football is comfortably number two in India,” he said. “In fact, it’s the fastest-growing sport here. Among school kids and young adults, the passion is huge. Football is also the number one sport in broadcasting and revenue generation after cricket.”
Beyond coverage, Viva Football offers fans something few outlets do—a platform to express themselves.
“We give fans a space to write their own stories and articles,” Pendse noted. “Fan clubs, sports management students, even school kids write for Viva Football. It’s a fan-dedicated media platform.”
“India is a huge country,” he said. “But football is one thing that unites us all.”
Photo courtesy of Viva Football Magazine.
The “Football Pilgrimage”
One of Viva Football’s most inspiring initiatives is the Football Pilgrimage—a travel program that takes Indian football students and fans to major tournaments and stadiums around the world.
“For us, football stadiums are like pilgrimage sites,” Pendse said. “We started this in 2018 through a collaboration with the World Football Summit. I thought, as journalists we get to travel and experience everything—why not pass that on to the younger generation?”
Since then, he has taken over 40 sports management students abroad to attend conferences, watch matches, visit museums, and even train at coaching camps.
“We’ve gone to La Liga, Premier League, Champions League, FIFA World Cup, FIFA Club World Cup—you name it,” Pendse said. “It’s an immersive experience. We meet players, visit stadiums, and watch the games live.”
Even during the pandemic, they managed to travel safely. “In 2021, we got a small window between lockdowns,” he recalled. “We traveled with all the required tests and vaccinations. Nothing could stop our football pilgrimage.”
Photo courtesy of Viva Football Magazine.
A community effort
Behind Viva Football is a large, passionate team.
“We have three divisions: editorial, artistic, and networking,” Pendse explained. “The editorial team handles the writing and editing; the artists take care of design and layout—it has to be attractive; and the networking team ensures distribution to schools, libraries, and fan bases.”
But the magazine’s reach goes even further.
“Through Viva Football, we now have a network of more than 525 academies,” Pendse revealed. “Fan club members and sports management students act as our representatives across Indian cities. I believe the entire football community is my team—they all contribute enthusiastically.”
Photo courtesy of Viva Football Magazine.
Going digital while keeping print alive
While its heart lies in print, Viva Football is also active online.
“During COVID, we launched a YouTube channel called the Viva Football Show,” Pendse said. “We are now relaunching it for the next World Cup.”
From glossy pages featuring young players alongside Messi and Ronaldo, to global tours that turn dreams into reality, Viva Football Magazine stands as a testament to India’s growing football identity.
As Pendse summed it up best:
“When kids see their photo next to Messi’s, it gives them pride. That’s what Viva Football is all about—building a football culture, one fan at a time.”
To stay updated on all their latest news, football pilgrimages, and fan events, you can follow Viva Football Magazine on Instagram @vivafootballmagazine, on Facebook at Viva Football Magazine, and visit their website to explore more inspiring stories from India’s football community.
