Tendulkar, who co-owns the Kerala Blasters team in the ISL, asserted that football's popularity is on the upswing in the cricket-obsessed country.
"Absolutely massive. Everyone is looking forward to it, everyone is excited and the guys are waiting to welcome the World Cup to India. It's going to be massive, it's good for India because people are appreciating ISL and FIFA coming to India is a big, big thing," Tendulkar was quoted as saying.
Tendulkar said the ISL has helped in creating a new fan base for football.

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