Sonu Lamba on representing Sunil Chhetri, Indian players abroad and the changing role of agents — exclusive interview
On 2026-10-14T13:57:05.0000000Z FourFlags founder Sonu Lamba spoke exclusively to Khel Now about his work representing Sunil Chhetri, the reasons Indian players do or do not move abroad, and how the role of player agents in India has evolved; this article publishes part 1 of that conversation.
Indian football has changed notably since the introduction of the Indian Super League (ISL), which Lamba says has contributed to greater professionalism and a commercial structure in the sport. He described the agent’s role as increasingly important as more players compete across domestic competitions such as the ISL, I-League and other leagues. Lamba has been active across multiple aspects of India’s football ecosystem and has represented established players and emerging youngsters through his agency FourFlags.
Lamba traced his personal connection with Sunil Chhetri back to their school days and described how the professional relationship developed. “I have personally known Sunil Chhetri since 1996. We were together in school, and even at that age, Sunil stood out. He was probably the best sportsman in our school — whether it was football, volleyball, cricket or badminton, he excelled at everything,” he said. “We became good friends, but I have always been more of a fan of Sunil than anything else, and honestly, that has not changed even today.” He added: “The relationship between FourFlags and Sunil started in 2013. Interestingly, three journeys began around the same time — FourFlags, Sunil Chhetri and Bengaluru FC. Looking back, it has been a remarkable ride. What makes the relationship special is that it has evolved beyond the traditional player-agent relationship. There is a tremendous amount of trust and mutual respect, and after all these years, I still feel privileged to be part of his journey.”
Asked whether Indian players have grown too comfortable in the ISL and are not pursuing opportunities overseas, Lamba replied that his experience suggests otherwise. “I would somewhat disagree with that, at least based on my experience with the players I have worked with.” He elaborated: “The players I represent have consistently shown an ambition to play abroad and test themselves in more competitive environments. I don’t believe it is simply the comfort or the salaries available in the ISL that prevent Indian players from moving overseas.”
Lamba pointed to opportunity and regulatory realities as barriers rather than player unwillingness. “More often than not, the issue is finding the right opportunity. Football is a global marketplace, and when an Indian player looks to move abroad, he is competing for opportunities with players from some of the strongest footballing nations in Asia, South America, Africa and Europe. There are also structural realities. Just as the ISL has restrictions around the number of foreign players a club can field, other leagues have their own regulations, foreign-player quotas and registration requirements.” He added: “So, for me, the conversation should not simply be about whether Indian players want to go abroad. The more important question is whether we are creating players who are ready for those opportunities and whether the right pathways exist to make those moves sustainable.”
On how the agent’s role in India has changed since he entered the business, Lamba recounted a shift from mistrust and limited understanding to broader professional acceptance. “When I started my journey in 2014, the landscape was very different. There was a lack of trust and understanding around the role of agents, both from players and clubs. Many clubs were reluctant to involve agents, and many players did not fully understand their own contracts or the commercial and legal aspects of their careers.” He credited the ISL with raising standards while also acknowledging the contribution of I-League clubs: “The emergence of the Indian Super League played an important role in bringing greater professionalism and commercial structure to Indian football. I also want to acknowledge the I-League clubs, which carried Indian football for many years and kept the ecosystem alive.”
Lamba described the modern agent’s responsibilities as far broader than contract negotiation. “Running a football club in India has never been easy. Today, the role has evolved significantly. Even clubs operating at lower levels increasingly understand that working with professional agents can make the process smoother for everyone.” He continued: “Earlier, an agent’s job was largely viewed as negotiating contracts and assisting with legal formalities. Today, that is only one part of the job. A modern football agent has to be a 360-degree career manager. We deal with contracts, transfers, career planning, communication, commercial opportunities, social media, financial coordination, mentoring and sometimes even the small personal decisions that affect a player’s professional life. At times, it can genuinely feel like you are running a small management company around one player.”
On the common critique that some players prioritise money and recognition over playing time, Lamba urged consideration of the developmental pathways available to young players. “I don’t think it is fair to say that this is always the case. A player generally wants to be in an environment where he feels valued, where he believes he has a genuine opportunity for playing time, and where the coach’s philosophy suits his style of football.” He added: “Financial considerations are important, but they are not necessarily the first consideration for every player. The bigger issue is that the pathway for young Indian players is still not as clearly structured as it is in some of the more developed footballing nations.” He contrasted options for an 18-year-old in strong European systems with those in India: “An 18-year-old player in a strong European football ecosystem may have several options — a top academy, a second team, a lower division, a loan pathway, or a development programme — all with a reasonably defined route towards senior football.” “In India, an 18-year-old may have far fewer meaningful options. He might have to choose between a club with a strong youth structure and a senior team playing at a lower level, without a clearly defined pathway connecting the two.” He concluded the point: “So, when we talk about money and fame, I believe we also need to understand the ecosystem in which these decisions are being made. Ultimately, money and recognition should be outcomes of career development, not substitutes for it.”
Lamba expressed confidence that improved development could increase the number of Indians ready for strong foreign leagues and outlined specific areas for improvement. “Absolutely. I have no doubt that Indian players have the potential to play regularly in strong foreign leagues. But potential alone is not enough. We need to build the ecosystem around that potential. If every ISL and I-League club had strong U14, U17 and U19 programmes, and those players were consistently playing 30–40 genuinely competitive matches every season, we would create a much larger pool of players capable of competing at a high level.” He added: “Talent is not our biggest problem. The volume and quality of competitive development is. If we can improve youth development, coaching, sports science, nutrition, physical preparation, competition and exposure, I believe the number of Indian players capable of succeeding abroad will increase significantly.”
Part 2 of Khel Now’s conversation with Sonu Lamba will follow soon. For more updates, follow Khel Now on Facebook, Twitter, Instagram, Youtube; download the Khel Now Android App or IOS App and join our community on Whatsapp & Telegram.