Mumbai Indians has clinched the status of being one of the most successful Indian Sports brand globally. Recently according to the reports, the IPL 2020 Champions have also established themselves as the most engaging franchise on social media platforms such as Facebook, Instagram & Twitter for the third consecutive season.
Amidst IPL 2020 being played under challenging situations faced by sports globally due to the pandemic & the forced restrictions on in stadium fan engagement opportunities, the IPL teams & athletes were left with a tough task of connecting with their fans through digital platforms.
Mumbai Indians spokesperson in an official release said: “We are grateful and humbled to have an enviable force of our Paltan behind our boys. Our Paltan is the real source of our motivation in our endeavour to step up our efforts in every aspect both on and off the field. The Paltan are our real heroes. Mumbai Indians’ success on the digital front during this unique IPL season is testament to pioneering stature and following of our club across the globe.”
Each initiative was designed by keeping in mind Mumbai Indians concept of “One Family” motto having fans as the largest source of the franchise’s outreach program. Mumbai Indians digital initiatives exceeded expectations as fans found comfort in interacting with Rohit Sharma & his boys over the 60 days activation of tournament. Mumbai Indians across digital platforms captured Paltan’s (fans) imagination through its engagements clocking cumulative interactions of over 317 million across all its three social media platforms i.e. Facebook, Twitter, and Instagram, earning the title of the ”most engaged” franchise amongst the other competing clubs.
According to the statistic made available publicly by Crowd Tangle and Unmetric, RCB recorded 277.65 million and CSK had 189.67 million. The Mumbai Indians live show in its first year of the rollout has been a super hit show among its fans as it surpassed engagement & consumption numbers by a huge margin compared to most established cricket publishers’ shows during IPL 2020.
This season also witnessed the launch of a new interactive prediction game ”Paltan Play” on MI’s digital platforms which allowed the participants to predict what will happen next in the game on a real-time basis through the MI website and App. Further a study by Spanish firm Deportes and Finanzas revealed that Mumbai Indians emerged as the most popular sports team across the globe on Facebook for the months of October and November 2020, ahead of teams like Manchester United FC, FC Barcelona, Liverpool FC, and Arsenal FC.