India is fast becoming a welcome playground for regional sports with a notable revival of classic games such as: Here, Kabaddi And then there's wrestling, which Baby Boomers often remember fondly but Gen Z and millennials likely know nothing about.
Fortunately, local leagues have realized the power of technology, transforming local sports into national phenomenons, the rise of social media and improved internet connectivity have made sports accessible to a wider audience, and the film industry has brought the stories of sports and athletes to the big screen with films like Star Wars. Chakde! India, Sultan, Paan Singh Tomah or Dangal.
At the same time, local sporting event organizers know that natural interaction with fans is essential to building strong memories, forging genuine connections to these games, and cultivating a loyal, natural fanbase. Effective marketing techniques are already transforming local sporting events, increasing their appeal and attendance.
Here are some techniques to help organizers achieve their goals.
Digital is key
Engaging with fans in the modern digital environment requires a strong online presence, and choosing the right platform is key for sports organizers to effectively reach their target audience (TG).
For example, X (formerly Twitter) is great for providing succinct announcements and game updates, and encourages real-time discussion.
Facebook and Instagram cater to these needs and are ideal for amplifying creative storytelling and sharing interesting video content, while YouTube supports long-form video formats and allows for live studio interaction and discussion.
Sporting events like the IPL have been making good use of social media by posting succinct announcements on Twitter and visual content on Instagram and Facebook. However, some leagues have failed to adapt their content to platform-specific preferences, leading to low engagement.
Similarly, in a survey conducted by iSportConnect in April 2023, 36.52% of respondents said that both live and non-live video formats are essential to promote fan interaction. Gone are the days when live video formats required organizers to commit huge manpower and resources to coverage.
The country's efforts have made live streaming possible for even casual lawn tournaments, and technology has allowed companies to drastically reduce the cost of such services, making them affordable for local tournaments.
The Professional Kabaddi League (PKL) is a great example of community sports marketing. By modernizing kabaddi and subtly incorporating Indian cultural heritage into the sport, PKL has garnered a significant fan base. Launched in 2014, the league leverages participatory social media marketing, vibrant ad films, and celebrity sponsorship to attract millions of viewers every season.
Build a community, not just an audience
Building a community is essential to retaining fans in the long term, and understanding your fans' perspectives and beliefs is key to achieving this goal.
Of course, India’s diverse geography and culture makes this even more challenging and therefore making connections an even tougher task.
Many organizers focus on interacting with the community during sporting events, but often overlook interacting with the community after the event.
According to an iSportConnect poll, 25% of participants cited lack of market research as the main issue affecting fan engagement. For example, sports like football and archery are popular in northeastern regions like Manipur and Mizoram, but Kabaddi In India, it is more popular in the states of Punjab and Haryana due to its cultural relevance. Similarly, Rajasthan is home to basketball, one of the more underrated sports in India. Cricket is a popular sport in India, but there are regional differences in preference and support for the game.
Thorough market research is necessary to understand the peculiarities of local fans' language, culture, and moral values. Organizers can increase the synchronicity of events and foster deeper, more natural bonds by inviting local sports celebrities to host small tournaments, hold autograph sessions, and participate in meet-and-greets.
Many organizers and event planners focus on the interactions that take place during sporting events, but often overlook connecting with the community after the event. Maintaining this connection will help you develop your next event. This engagement can be maintained through community-building projects such as sports youth camps and workshops, or partnering with local businesses and educational institutions.
A notable organisation is the Indian Street Premier League (ISPL), which brings to the fore a unique tennis-cricket format. Viewers of ISPL Season 1 were enthralled with unique elements such as the 'Tip Top' toss and the 50/50 challenge, as well as celebrity franchise owners.
The league selected 96 players from over 1.8 million registrations. Additionally, the league also featured celebrity presence before matches and entertainment during matches, enhancing the stadium experience and broadening the appeal of the league. Such a thorough engagement strategy and increased viewership also showcased the ability and potential of amateur street cricketers to become professional athletes. Though the tournament lasted only one season, the story was good and audiences saw it as a soft launch platform into the Indian cricket ecosystem leading to the IPL.
Creating the stadium experience
One of the main factors that influences people's decision to watch a match at a stadium is the atmosphere. The atmosphere in the stadium and the palpable excitement of the fans are captivating to everyone.
At live sporting events, mascots, interactive zones, activities and live entertainment can significantly enhance the stadium experience – think of an SFA Championship or an IPL game. Features like game zones and celebrity visits not only build anticipation but also attract larger crowds.
This vibrant environment will be further enhanced by elements such as interactive fan zones offering live music, dance performances and a range of engaging activities. Interactive digital displays and mascots will roam the stands and perform entertaining impromptu performances, enhancing the fan experience and potentially strengthening the bond between supporters and the event.
Sports situation
Organizers can also collaborate with state government agencies to promote sporting events. An example of a state initiative in sports is the Tamil Nadu Cricket Association, which established a professional Twenty20 cricket competition in 2016 as the Tamil Nadu State Premier Game (TNPL). The game has rapidly gained popularity due to its entertaining format, participation of local and international players, and strong community engagement.
The Tamil Nadu Premier competition has quickly gained popularity due to its highly entertaining format.
The league consists of eight teams from different districts across the state. To reach a wide audience and create an exciting atmosphere during matches, the league leverages social media, celebrity sponsorships and live broadcasting.
The Maharashtra Cricket Association created a Twenty20 cricket competition known as the Maharashtra Premier Competition (MPL) in 2009 with the objective of supporting local cricketers and providing a platform for them to showcase their talents. The league promotes competition and pride among teams from different parts of Maharashtra.
The survival and celebration of regional sports in India depends on engaging supporters through digital channels, neighbourhood get-togethers and enhanced live experiences. Organisers need to initiate creative approaches and develop keen knowledge of local fan communities. This can result in unforgettable events that strengthen the bond with audiences.
Shubhangi Gupta is the CMO and Co-founder of SportVot.
