Study on the social media strategies of Indian Super League (ISL) and Indian Premier League (IPL) clubs

Abstract

The Hero Indian Super League (ISL), founded in 2014, is one of India's two existing domestic football tournaments, the other being the much older I-League. ISL was launched to grow the sport of football in India and increase its exposure in the country. Currently, ISL comprises ten teams, and the fixtures are held from October through March. It is organized by Football Sports Development Ltd., a subsidiary of IMG-Reliance, and is governed by the presiding association of football in India, the All India Football Federation (AIFF). The football clubs in ISL are owned by famous actors such as Ranbir Kapoor, notable sports personalities like Mahendra Singh Dhoni, and business corporations like the JSW Group. The matches are telecast on the Star Sports channels and streamed online on Hotstar. The Indian Premier League (IPL) is a professional Twenty20 cricket competition contested in a league-cum-knockout format, usually in March, April, and May. Having been launched in 2008, the IPL is the most-attended cricket league globally and ranks 6th in terms of attendance across all sporting leagues. Valued at ₹475 billion in 2019 (Duff & Phelps), the IPL has been a significant contributor to the Indian economy since its advent. Like the ISL, the matches are telecast on the Star Sports channels and streamed online on Hotstar. While ISL and its clubs have resembled the domestic cricket tournament, the Indian Premier League (IPL) and its clubs in the way they portray and market themselves, how the clubs engage with and build their communities and their fan bases is quite different. Some of the common ways they strive to achieve the same are: • Social Media - The clubs are present on various social media platforms like Facebook to keep their fans engaged. • Official Fan Clubs – The clubs officially recognize some fan groups and communicate with the club officials or players. Interaction within and between fanbases of ISL is encouraged and facilitated by the clubs.