‘We’re being transparent with our fans’

The Bangladesh Football Federation (BFF) is entering a new era with fresh leadership after Kazi Salahuddin's 16-year presidency. Among the new faces is Fahad Mohammad Ahmed Karim, a prominent sports marketing expert and the President and CEO of K-Sports, who has been appointed as one of the four Vice Presidents. 

With a strong background in sports management and innovative strategies, Fahad is determined to reshape the future of Bangladeshi football. 

In an in-depth interview with The Business Standard, he shared his vision for transforming the football landscape in Bangladesh, focusing on improving both domestic and international PR, engaging fans more effectively, and creating more transparency within the federation.Fahad also touched on important topics such as the efforts to lift FIFA's financial restrictions, securing sponsorships like the deal with 'Dour,' and how the BFF plans to break the long-standing perception of football being Dhaka-centric. He also highlighted the growing influence of Hamza Chowdhury in elevating Bangladesh's football profile and discussed ongoing efforts to attract overseas talent, with a scouting program aimed at recruiting Bangladeshi-origin players from around the world.

What inspired your decision to join the Bangladesh Football Federation (BFF)?

I've been involved in Bangladesh's sports scene for a long time, particularly in cricket and football. By the grace of Allah, I've experienced both successes and setbacks, but overall, I've gathered significant experience. However, I felt that I could contribute more in an organizational role, which led me to run for a position in the BFF elections. After the July Uprising, I believed political interference would not be an issue, and it seemed like the right time to take the next step.

Football in Bangladesh has seen some renewed excitement in recent years, something that wasn't as prevalent a decade ago. What steps have you taken to foster this excitement, and what are your future plans?

Before the elections, I emphasized the need to improve football's image and public relations, both domestically and internationally. Under the leadership of BFF President Tabith Awal, the entire committee shares this vision. Football is a massive global sport, but in Bangladesh, the platform for it has been limited. We've been actively working to change that, with one of the first steps being revamping our social media presence. Our fan engagement has significantly improved. Previously, there was a communication gap between fans and the federation, with many unaware of what was happening. We're working to address that by being transparent and keeping fans updated. This is just the beginning, and we plan to continue improving.

There were FIFA financial restrictions imposed on the BFF for several years, but these were lifted after the recent elections. Can you explain how this happened?

This achievement is largely due to the personal drive of our BFF President. From the very first meeting, he expressed his determination to lift these restrictions by June 2025. He worked directly with FIFA and the AFC to understand what needed to be done. With their guidance, the procedure, which could have taken much longer, was completed in just one month—a remarkable feat. We are grateful for this outcome, as it marks a significant milestone for us.

The Bangladesh national football team recently received a sponsored jersey for the first time in years. How does this contract benefit the BFF, the national team, and the sponsors themselves?

It's quite symbolic to have a jersey sponsor for the national team, as it portrays professionalism and enhances the team's image. A national team without a sponsor looks unprofessional, so securing one was a priority. Financially, sponsorships are crucial due to the high costs involved. This contract has given the BFF a financial boost and improved our image. The players are also happy, as they previously felt demoralized by the lack of sponsorship. With this new partnership, they feel more motivated. The sponsor, 'Dour,' benefits from associating with a national team that provides global visibility. It's a win-win situation for everyone. However, we still need more sponsors beyond the kit manufacturer, and we're working on expanding this partnership. By the end of the year, we hope to bring in a fresh lineup of sponsors for Bangladesh football.

Could you give us a glimpse into the deal with 'Dour' and how the BFF will benefit financially from kit sales or other methods?

The deal is designed to be financially beneficial for both parties. The reality is, sales of Bangladesh football jerseys have not been very high, and third-party manufacturers often offer cheaper alternatives. Before our partnership with 'Dour,' the BFF spent around a crore taka annually on kit manufacturing. Now, 'Dour' is providing the kits free of charge, saving us a significant amount. Although sales of official jerseys have been modest—around 2,000 units so far—it's important to give the market time to adapt. We will also receive a share of the sales, with a fixed amount coming in monthly based on their sales reports. This is a great start, and we believe the situation will improve as the culture around the team and its merchandise grows.

Could creating a more affordable version of the jerseys help increase revenue?

The pricing strategy is ultimately up to 'Dour,' but I understand they are working on fan and retro editions of the jerseys. We weren't actively seeking them out; they approached us. Additionally, we are working on a broader merchandise collection, which will hopefully launch soon. By next month, we expect to release the home kit, and we're optimistic that this will further boost engagement with the fans.

How does the BFF plan to utilize the image of Hamza Chowdhury, especially given his recent rise as a national team player?

Hamza Chowdhury is now a national team player, and his image is not just about profit but about improving the image of Bangladesh football as a whole. We're looking to nurture his profile and also raise the profile of Bangladesh football internationally. His involvement has generated considerable interest, and he's become a symbol of our football's progress. Many fans and stakeholders have already embraced him, and we're working to encourage other high-profile players of Bangladeshi origin to join our national team. We're conducting a scouting program in June for 30-35 players of Bangladeshi descent from the UK, North America, and Europe. By the end of June, we aim to convince 20-25 players, and based on the scouting reports, the coaching staff will decide whether they belong to the senior team or the youth teams.

There's been a lot of debate regarding the exclusion of Fahamedul from the national team. Do you think there was a misunderstanding between the BFF and the fans on this matter?

I wouldn't describe it as miscommunication, but rather a misunderstanding. The decision of a professional head coach is always final, and we must respect that. Our board will not intervene in such decisions. There may have been some confusion from the fans' side, but we can address that through open communication. Engaging with the fans is crucial, as they are an integral part of the football ecosystem. Moving forward, we will strive to ensure better clarity in these matters. We welcome positive suggestions from fans, but we will not tolerate negative behavior that undermines the team's unity.

Are there any official fan engagement initiatives planned, similar to what we see in other countries?

Yes, our primary focus is on collaborating with football content creators in Bangladesh. From there, we plan to expand our fan engagement initiatives. We are still new to this, but it's definitely a priority. It will take some time, but we're optimistic about the direction we're heading.

Club football has been in decline in recent years. What do you think can be done to improve the situation?

Improving club football is a bit challenging as clubs are independent entities. However, I believe we can work on rebranding the leagues, improving broadcasting, and creating a dedicated platform for watching matches. We also plan to introduce constructive content such as podcasts and shows to engage fans digitally. The next season will see significant improvements, but these things take time and will be implemented step by step.

What plans do you have for grassroots football?

Our President, Tabith Awal, is deeply committed to grassroots development. He is already working on a school-level tournament for players as young as under-12, which is being organized professionally with proper equipment, referees, and facilities at Fortis ground. Additionally, we are working on creating a women's national league, which will last for three months and feature eight divisions. Initially, it was intended to be a six-month league, but we've already had 700 girls register, which is fantastic. We're also running U-15 and U-17 national tournaments. These initiatives are just the beginning, and we will continue to expand them. One key goal is to break the misconception that football in Bangladesh is Dhaka-centric. Football will be played throughout the year, and we're focused on making that a reality.