An IPL Team as a Media Company
Mumbai Indians: Defining Fan Engagement led Streaming
Hey Streamers 👋,
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MS Dhoni vs. Virat Kohli Clash Shatters IPL 2024 Viewership Records
The recent clash between Royal Challengers Bengaluru (RCB) and Chennai Super Kings (CSK) in the IPL 2024 has set a new benchmark for viewership, with a staggering 50 crore (500 million) cumulative views, the highest ever for any IPL fixture.
RCB's Fan Base: Loyalty Beyond Borders
RCB boasts one of the Indian Premier League's most dedicated fan bases, transcending the city limits to garner support from across India. Despite the team's fluctuating performance, the loyalty and passion of their fans remain unwavering. This is evident from the overwhelming demand for tickets at their home ground, M. Chinnaswamy Stadium, and the enthusiastic support they receive wherever they play.
Widespread Popularity and Streaming Success
The team's popularity extends beyond the stadiums, as reflected in the recent viewership data. RCB matches have consistently drawn massive audiences on JioCinema, the IPL's live streaming partner, making RCB one of the most beloved teams alongside CSK and Mumbai Indians (MI). Seven out of the top eleven matches with the highest total cumulative views on JioCinema feature RCB, underscoring their widespread appeal.
Today’s program:
The Mumbai Indians IPL franchise: Streaming, Fan Engagement & Brand Value
MI TV
My Views
And….Action!
The Mumbai Indians IPL franchise: Streaming, Fan Engagement & Brand Value
^ Showcasing the spirit of the home of Bollywood, BEST buses, dabbawallahs, cutting chais and more with a Tendulkar and Ambani thrown in for good effect - the Mumbai Indians franchise appeals to Indians everywhere.
Mumbai Indians: Pioneers in the Indian Premier League
Mumbai Indians are a premier franchise cricket team based in Mumbai, Maharashtra, competing in the Indian Premier League (IPL). Established in 2008, the team is owned by Reliance Industries through its subsidiary Indiawin Sports. Home matches are held at the 33,108-capacity Wankhede Stadium in Mumbai.
Financial Milestones and Brand Value
Mumbai Indians made history in 2017 by becoming the first IPL franchise to exceed a $100 million brand value. By 2019, their brand value soared to approximately ₹809 crore ($115 million), maintaining the highest valuation among all IPL teams for the fourth consecutive year.
Formation and Ownership
The Board of Control for Cricket in India (BCCI) announced the IPL's formation in September 2007, with the inaugural competition held in 2008. In January 2008, Reliance Industries Ltd (RIL), owned by Mukesh Ambani, acquired the Mumbai franchise for $111.9 million, making it the most expensive team at the time. RIL secured the franchise rights for a period of 10 years.
Mumbai Indians continue to be a dominant force in the IPL, both on the field and in terms of brand value, showcasing their enduring legacy and widespread popularity.
MI TV
The MI TV experience works only for signed in users which is great as the franchise is capturing fan data including birth date, mobile number and email id.
+ A sample video on MI TV covers the journey of the players from the hotel to the Wankhede stadium in Mumbai (home ground of the Mumbai Indians), captures the fan party outside the stadium, crowd reactions and cheers during the game, dressing room scenes and then players signing fan autographs!
Users are able to watch behind the scenes shots, player interviews, fan interaction videos and more from previous IPL seasons with additional categories linked to Coach Cam, Captain’s Corner, Fan Previews and From the Gym - all great fan engagement content with great production quality.
My Views
The Mumbai Indians' strategic blend of immersive fan engagement and cutting-edge streaming ideas sets a benchmark in the world of sports franchises. By harnessing the spirit of Mumbai's vibrant culture, from Bollywood glitz to local delights, and combining it with cricket legends like Tendulkar, the franchise resonates with fans nationwide. Their comprehensive website, MITV, and membership programs offer unparalleled value and exclusive content, ensuring continuous fan engagement.
The financial milestones achieved, including being the first IPL franchise to surpass a $100 million brand value, underscore the team's market dominance and brand strength. This is further evidenced by their extensive social media following and robust digital presence. The integration of brand participation across digital platforms exemplifies a well-oiled monetization machine, enhancing the franchise's global footprint with teams in UAE and South Africa T20 Leagues.
The MI TV initiative, capturing fan data (read Life Time Value calculations of each MI fan) and offering high-quality, exclusive content, exemplifies the franchise's commitment to deepening fan connections. From behind-the-scenes footage to player interviews and fan interactions, Mumbai Indians create an engaging and personalized experience for their supporters.
As Mumbai Indians continue to innovate and expand their reach, they not only dominate on the field (ok, not the ‘24 IPL!) but also set new standards in fan engagement and digital transformation in the sports industry. Their ability to connect deeply with fans, maintain a strong brand value, and lead with pioneering strategies ensures their continued success and legacy as a premier IPL franchise.
That’s all for today folks. If you enjoyed this breakdown, please consider sharing it with your friends and colleagues.
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