Clubs in the west hope partnerships with the Indian Super League can let them trade knowhow for fan engagement

A south Indian Idli Sambar mixed with Norfolk mustard was on the menu when Norwich City and Chennaiyin FC announced a strategic partnership last week. The Canaries are the latest European club to head to the subcontinent in search of fans, revenue and, eventually perhaps, talent. If India has overtaken China as the world’s most populous country, it is also increasingly seen as the place to be in football.

The big clubs are still active in China but operating there was far from simple even before the pandemic helped to produce a more inward-looking and insular business environment. It can be hard for European officials to get to grips with a lack of transparency, the language and a completely different social media model as well as concerns over corruption. Chinese companies and business people got heavily involved in European football for a while but there have been few attempts to go the other way – Sheffield United’s ownership of Chengdu Blades, starting in 2006, had its moments but did not last long.