With its loyal fanbase garnered well over the years, the IPL franchise Chennai Super Kings (CSK) has been one of India's biggest brands since its inception. The community is today compared with global sporting powers such as Galatasaray, Real Madrid and FC Barcelona.
A report made last year by Ormax Media, a media consultancy agency, showed that the Tamil Nadu-based franchise has made it to the top of the most followed sports teams in the country. In 2022, the substantial fanbase of CSK was equivalent to the entire football community of the country.
Another set of data was reported this year from a survey conducted by Deportes and Finanzas which had the most followed teams on Twitter globally in April 2023. CSK made it over legendary football clubs such as Manchester United in terms of its online interactions. Today, we at MainCross are discussing how this cricket franchise based in a town in India managed to hit the global spotlight.
One major influence over this boom of the IPL franchise is its consistent success over the years. With a leader with a huge fan following like MS Dhoni upfront, success was not meant to be far away from the club. In a country like India where results are the basis of judgement and following, winning the tournament consistently plays a key role in building a large community.
By creating a local connection with the state of Tamil Nadu using various marketing strategies involving its beloved stars such as Bravo, Jadeja and Dhoni, CSK managed to swoop into the hearts of the southern state. Using major promotional events such as meet and greet sessions, and fan interactions which include both offline and online setups, the cricket club kept engaging with its community to keep the hype going despite the short IPL seasons.
In a state which appreciates the philanthropic activities done by its key figures and idols, CSK followed the same path to get a deeper connection with the local communities. With their involvement in the fields of healthcare, education and environment, CSK managed to give back to its community.
Along with these campaigns, the club has also managed to set up its academies in order to foster more local talents. CSK also has a very good online presence with its dedicated Fanzone set up on its website. The CSK website is a one-stop platform for its fan interactions and merchandise shopping. From knowing the elementary details of the club to being a part of its community, the website provides it all.
CSK has managed to set a business model for any club in the country to follow in the future. By garnering a community in both offline and online settings, a brand has only upward to go.
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