In 2018, the national team returned to the international arena and did so in style, as they held Lithuania to a goalless draw. The defining moment, however, would come a year later when for the first time in history, they qualified for Round 2 of the FIFA World Cup 2022 & AFC Asian Cup 2023 Asian Qualifiers.

Football’s homecoming was a long-awaited welcome, but the interlude also raised several issues off the pitch, as the FFSL set its sights on galvanising, and reigniting the passion for football among the Sri Lankan faithful.

In June 2019, the AFC deployed experienced consultant, Geoff Wilson, to help build the capability and capacity in the Federation as well as introduce a holistic marketing and commercial strategy to grow awareness of the game across the country.

Following a SWOT analysis, the team then set about to identify the necessary support required from the AFC as well as established a series of tactical marketing programmes.

Spearheaded by a newly appointed marketing manager, a ticket sales strategy was implemented as was the establishment of a content and digital strategy, which paved the way for the Federation’s new Facebook page and a ‘live’ broadcast of the country’s first football match in over a decade on the FFSL’s MyCujoo platform.

The AFC Consultant was also influential in creating a sponsorship framework, which led to the FFSL securing new sponsors, and a record commercial rights deal for their Asian Qualifiers campaign.

And the new revenue streams – from broadcast and sponsorship to ticketing and food & beverage – has been reinvested into developing the game across the country.

FFSL General Secretary, Jaswar Umar said: "The AFC mentoring programme has been instrumental not only in securing new income but also in providing strategic marketing and campaign assistance."

"Through the financial support provided under the AFC mentoring programme, we have been able to secure a full-time marketing resource, and this has made a huge difference in terms of branding and commercial income at the FFSL.

"I would like to thank AFC and Geoff for supporting us. It has made a real difference to the development of football in Sri Lanka.”