Grassroot programme Mission XI Million to rebrand Indian football

A Government of India and All India Football Federation initiative, Mission XI Million, is a school contact program that aims at improving the football culture of India, building the football ecosystem and ultimately widening the talent pool for the various national teams.

It is intended to spread the scheme across 36 cities, reaching out to more than 15,000 schools and over 11 million children.

The Drum spoke to Javier Ceppi, tournament director of the Local Organising Committee for the FIFA U-17 WC India 2017, who said: “The U-17 World Cup has already brought a big change to the football ecosystem in India. The fact that all the top authorities in the country are talking about the sport and its future is a reflection of it. In that sense, MXIM plays a large role on the future of the game in India: it democratizes football, it allows the whole ecosystem to be proud about the sport and it introduces the game throughout the country. This has the potential of becoming the tipping point for football in India, and we must make it count."

Mission XI Million is a three-stage engagement programme. The first stage of MXIM is the reach out phase where school principals, physical education and sports teachers are invited to attend a MXIM designated seminar. At the seminars, they are told more about the initiative , and exactly how to carry it out within their schools. After the session, the registered schools, academies or institutions are handed over football equipment and a technical manual that they can refer to implement the programme in their schools. In this manner, schools and coaches become partners in the Mission XI Million movement to truly alter football in the country.

The second stage of MXIM entails in-school activities that have been carried out within the institution. FIFA has created a simple format to play football in a small group, in a very limited space. This format, devised especially for MXIM can be adapted to different field conditions available locally. Coaches are required to conduct drills with the children, which have been described in detail in the manual provided. This helps ensure, children can learn techniques and skills which they can later use in matches, which are also in the offing. The four versus four “mini” matches truly demonstrate their enthusiasm for the beautiful game. MXIM instructors can be contacted in case any further assistance or guidance is needed, both in terms of clarifications related to the initiative as well as any technical expertise that may be needed for its in-school implementation.

The third and final stage of the MXIM programme are the Football Festivals, which have also been designed specially by FIFA and AIFF. 30 children from each school are selected to participate in a football festival in the city. Football matches, skill contests comprising dribbling, juggling and shooting are part of the grand football festival. Exclusive MXIM merchandize and other prizes are on offer for the students.

The Drum also spoke to Joy Bhattacharjya, project director of LOC FIFA WC U-17, who said: "This FIFA U-17 World Cup will be a huge perception breaker and showcase India’s ability to offer world class facilities and great fans for the game. We aim to make every player, official and supporter who makes the trip to India an ambassador of the country back in their home lands. While the World Cup will showcase India to the world, Mission XI Million is bringing the global game of football into the lives of millions of Indian children by empowering and rewarding them for playing the game and making sure that their schools, teachers and parents give them their complete support for the same."

Once football integrates into the Indian culture, India will be the powerhouse for both football and the brands that support it, given the country's scale.