The Maharashtra government launches the ambitious Maha-Deva football initiative to empower rural and tribal athletes, appointing Bollywood star Tiger Shroff as brand ambassador. The programme aims to identify young football talent and offer world-class training with global collaboration including Lionel Messi.
In a major push to strengthen sports infrastructure and identify grassroots talent, the Maharashtra government on Monday announced the implementation of the ambitious ‘Maha-Deva’ football initiative, designed to provide world-class opportunities to athletes emerging from rural and tribal regions of the state. Bollywood actor Tiger Shroff, known for his athleticism and youth appeal, has been appointed as the official brand ambassador for five years, according to an official government statement.
The announcement was made during a high-level meeting involving the School Education and Sports Department, the Maharashtra Institution for Transformation (MITRA), and Tiger Shroff. The meeting was chaired by Maharashtra Chief Minister Devendra Fadnavis, who emphasized the project’s commitment to discovering and nurturing young football talent from underrepresented communities.
A Platform for Rural and Tribal Athletes
Speaking at the event, Chief Minister Fadnavis highlighted that the Maha-Deva initiative is a transformative step aimed at bridging the gap between rural athletes and international sporting platforms.
“The state government is implementing the Maha-Deva football initiative to provide players from rural and tribal areas with an opportunity to prove themselves at the international level,” Fadnavis said.
He noted that Maharashtra has a rich and diverse pool of sports talent, but many young athletes lack professional training, exposure, and infrastructure. The initiative seeks to fill this gap by offering technical training, academic support, and structured career guidance.
Holistic Development With International Exposure
According to the official statement, the Maha-Deva program aims to identify football talent among both boys and girls across Maharashtra. Using the scouting network of the Western India Football Association (WIFA), the initiative will select 30 boys and 30 girls each year who demonstrate exceptional potential.
These selected athletes will receive advanced technical training, nutritional support, academic assistance, and regular assessments designed to match international standards. The programme’s holistic model ensures that promising young players not only improve their football skills but also develop discipline, teamwork, confidence, and academic balance.
Global Collaboration Involving Lionel Messi
One of the most significant elements of the initiative is its collaboration with world football icon Lionel Messi through the MITRA framework. The partnership is expected to elevate the project’s global credibility and further enhance training quality.
The government confirmed that the MoU between the state and stakeholders was signed ahead of Lionel Messi’s scheduled visit to Mumbai, adding prestige to the launch of the programme. Officials expect the association with Messi to inspire thousands of young footballers and boost Maharashtra’s visibility in international sports circuits.
Tiger Shroff’s Five-Year Role as Brand Ambassador
Bollywood star Tiger Shroff, widely admired for his fitness, sportsmanship, and strong youth following, has been officially roped in to promote the Maha-Deva initiative for the next five years. His involvement is expected to amplify public engagement and attract greater participation from aspiring footballers.
As per the government’s agreement:
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Shroff will participate in public awareness campaigns,
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Approve and feature in promotional materials,
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Attend major sports events and outreach programmes,
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And actively promote the initiative across digital platforms.
“Tapping into Tiger Shroff’s popularity and athletic image will help reshape football culture in the state,” the statement said. “His association will give new direction to football development and provide strong encouragement to young players.”
State’s Vision for Sporting Excellence
The Maharashtra government views the Maha-Deva initiative as part of a larger mission to modernize sports development policies, provide equal opportunities, and make the state a leading hub for football and other sports disciplines. By combining government support, celebrity influence, and international collaboration, officials believe Maharashtra can produce world-class athletes capable of representing India on global stages.
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With the initiative now officially launched, scouting activities and rural-level engagement programmes are expected to begin soon. Thousands of young footballers from villages and tribal belts are likely to participate in the selection process over the coming months.
