25 January 2022, New Delhi: As digital marketing increasingly takes center-stage in the sports industry, JSW-GMR co-owned Delhi Capitals’ holistic digital strategy has paid rich dividends. The team recorded the highest videos views on their native social channels (Facebook and Instagram) among all IPL teams last season.
These views came across a record 728 video content pieces produced by the franchise, the most by any sports team across the world. The team also beat out football giants Manchester United to register the second-highest video views globally on Facebook (318 million) during season months, second only to FC Barcelona.
The consistent efforts and comprehensive digital approach are reflected in the team’s digital numbers. Delhi Capitals’ online community grew to 12.88 million fans (Facebook, Instagram and Twitter) and it registered a staggering 105.8 million interactions on its social media content.
With sports being played largely behind closed doors due to the pandemic, there has been a growing risk of disconnect between fans and teams, as well as a decline in the value of traditional in-stadia sponsorship assets. Rapidly adapting to this new reality, Delhi Capitals has maximized the potential of digital avenues to not only improve fan engagement, but also to add value to their sponsors through branded content. In 2021, the franchise registered a significant milestone in its digital journey when it signed a branded content partnership with OctaFX for DC TV – the team’s video content platform. The association was a resounding success as Delhi Capitals delivered 309.5 million views across 474 pieces of branded content for the trading company.
Planning for the season ahead in 2022, Delhi Capitals is working towards catering to the growing demand for content marketing solutions. The franchise’s diversified offering currently includes branded content, bespoke videos and integrated brand campaigns.
DCTV offers its fans diverse video content, ranging from candid behind the scenes access to the team’s award-winning video series “Salaam Dilli” which features inspiring citizens from the city.
Speaking on the team’s digital success, Interim CEO Vinod Bisht, said “For Delhi Capitals, it’s always Fans First. So, when the pandemic threatened to distance us from our fans, we shifted our focus on meaningful digital content that continues to make fans feel like they were always going to be a part of the DC ecosystem. Additionally, digital content is a source of revenue generation, and is well and truly the future of modern-day sports, making it a win-win for all stakeholders.”
