Making a play for regional sports leagues with social media marketing

India is becoming a welcoming playground for regional sports with notable comebacks for classic games like kho-kho, kabaddi and wrestling. While the baby boomers often recall them nostalgically, Gen Z and millennials are unlikely to have any inkling about them. 

Fortunately, local sports are transforming into a national phenomenon as regional leagues have realised the use of technology. They are now more accessible to a wider audience because of the rise of social media and greater internet connectivity. Also, the film industry has brought the stories of the sport and the sportspeople on the big screen, through movies like Chak De! India, Sultan, Paan Singh Tomar or Dangal.

At the same time, organisers of regional sporting events have realised that organic fan interaction is essential to build strong recall, build genuine connect to these games and cultivate a loyal and organic fanbase. Effective marketing techniques have already altered local athletic events, increasing their attractiveness and attendance.

Here are some techniques that can help organisers achieve their goals.

Digital holds the key

A strong online presence is necessary in the modern digital environment to engage with fans. It is crucial to select appropriate platforms for sports organisers to effectively reach their target audience (TG).

For instance, X (formerly Twitter) is great at providing succinct announcements and match updates, which promotes discourse in real-time.

Facebook and Instagram are equally great for spreading creative storytelling and sharing interesting video content because of this need. On the other hand, YouTube supports long-form video formats, which allows for live studio interactions and debates.

Sporting events like the IPL have successfully leveraged social media by posting concise announcements on X and visual content on Instagram and Facebook. However, some leagues have missed the mark by failing to adapt their content to platform-specific preferences, resulting in lower engagement.

Similarly, a survey by iSportConnect in April 2023 showed that 36.52% of respondents found both live and non-live video formats were essential for encouraging fan interaction. For live video formats, gone are the days when organisers required enormous manpower and resources for coverage.

Initiatives in the country have enabled even casual turf tournaments to be live-streamed. Technology has enabled companies to drastically reduce the cost of such services, making them affordable for local tournaments.

The Pro Kabaddi League (PKL) is a great example of regional sports marketing done right. With its contemporary take on kabaddi and clever use of India's cultural legacy in the sport, PKL has amassed a sizable fan base. Initiated in 2014, the league attracted millions of viewers each season because of its use of participatory social media marketing, high-energy advertising films, and celebrity sponsorships.

Building a community, not just viewers

For long-term fan retention, community building is crucial. To be able to do achieve this goal, understanding fans' perspectives and beliefs is critical.

India's diverse geography and culture, of course, makes this much more difficult and hence, building the connect is that much more of an uphill task.

While many organisers focus on interactions during the sporting event, they often neglect the community's post-event contact.

According to an iSportConnect poll, 25% of participants identified a lack of market research as a major issue affecting fan involvement. For instance, while sports like football and archery are more popular in the northeastern regions like Manipur and Mizoram, kabaddi is more well-liked in Punjab and Haryana because of its cultural relevance. Similarly, Rajasthan is home to basketball, one of India's underappreciated sports. When it comes to cricket, even though it is a popular sport in India, there are regional differences in the tastes and support for the game.

Thorough market research is necessary to comprehend the peculiarities of local fans' language, culture, and morality. Organisers can build a synchroneity for their events by asking local sporting icons to arrange small-sided tournaments, sign autographs, and participate in meet-and-greets to foster deeper and more natural ties.  

While many organisers and event planners focus on interactions during the sporting event, they often neglect the community's post-event contact. Keeping this connect alive helps when the next events are rolled out. This involvement may be maintained via sports youth camps and workshops, along with community-building projects like working with local businesses and educational institutions.

A notable entity is the Indian Street Premier League (ISPL), which brought to the forefront a unique tennis-cricket format. Viewers were drawn in for the ISPL Season 1 because of its unique elements, such as the ‘Tip Top’ toss and the 50/50 challenge, as well as its celebrity franchise owners.

The league selected 96 players from more than 1.8 million registrations that it had received. In addition, the league featured pre-show celebrity visits and mid-show entertainment, which enhanced the stadium experience and broadened the league's appeal. Such thorough engagement strategies, along with increasing viewership also showed the ability and possibility for amateur, street cricket players to become professional athletes. With just one season of the tournament, the narrative looks good, with the audiences looking at it as a platform for a soft launch into the Indian cricket ecosystem, leading to the IPL.

Creating experiences in stadiums

One of the primary factors influencing people's decision to watch the game at the stadium is the environment. The atmosphere in the stadium and the palpable excitement of the fans have everyone spellbound.

During live athletic events, mascots, interactive zones, activities, and live entertainment can significantly enhance the stadium experience. Think of SFA Championships and IPL games, where features like game zones and celebrity visits not only boost anticipation but also generate larger numbers.

This vibrant environment can be further enhanced by elements such as live music, dance acts, and interactive fan zones that provide a variety of engaging activities. Interactive digital displays and mascots roaming the stands and putting on impromptu yet funny acts may improve the fan experience and strengthen the bond between supporters and the event.

The state of sporting affairs

Organisers can also collaborate with state agencies to promote their sporting events. A few examples of state initiatives in sports include The Tamil Nadu Cricket Association, which established the professional Twenty20 cricket competition as the Tamil Nadu Premier Competition (TNPL) in 2016. It has quickly gained popularity because of its entertaining format, involvement from local and foreign players, and excellent community engagement.

Tamil Nadu Premier Competition has quickly gained popularity because of its entertaining format.

It comprises eight teams from different districts in the state. To reach a wide audience and create an exciting atmosphere during games, the league makes use of social media, celebrity sponsorships, and live broadcasts.

The Maharashtra Cricket Association founded the Twenty20 cricket competition known as the Maharashtra Premier Competition (MPL) in 2009. Its goal is to support local cricketers and give them a stage to display their abilities. The league promotes competition and pride amongst teams from various Maharashtra regions.

The survival and celebration of regional sports in India depend on involving supporters via digital channels, neighbourhood gatherings, and improved live experiences. Organisers should initiate creative approaches and develop a keen sense of knowledge of local fan communities, which may result in unforgettable events that strengthen their bond with the audience.