Indian Premier League (IPL) franchise Mumbai Indians (MI) emerged as the most engaged club for IPL 2022. Deportes & Finanzas, a Spanish research agency, kept MI at the helm in the list of most popular sports brands for the month of March. With 40.7M engagements, the IPL team beat global brands such as FC Barcelona, Liverpool FC, and Real Madrid amongst others on the list.
It got even better for the five-time champions as they bettered the number by almost 50 percent in April, clocking 66.1 million engagements.
“A combination of YT Shorts and traditional YT videos have led to exponential consumption on MI’s YouTube channel. During the pre-season phase, MI produced engaging video content around the squad coming together for the first time ahead of the ongoing IPL season. New video themes like MI Daily (a quick unfiltered wrap of MI’s daily activities in the camp), as well as partnerships with prominent MI fans who are also creators, helped gain additional consumption on YouTube,” the IPL franchise said in a statement.
“During the season, there are about 30 to 40 individual pieces of content going out daily across MI’s presence on various social media platforms. MI Live, the team’s fan-led digital show available across popular social media platforms, attempts to give the fans an opportunity to air their views, and showcase their passion in a casual and fun way,” it added.
The franchise also revealed its off-season strategies to keep fans engaged. It said that the strategies revolve around reinforcing the bond between the squad and the fans through content, digital, and on-ground activations. Notably, Mumbai Indians have over 32 million followers across social media platforms and the franchise says it continues to grow further.
Meanwhile, MI’s performance in the 15th edition of the Indian T20 league, the Rohit Sharma-led team finished the season as wooden spooners with 4 wins in 14 games. MI beat Delhi, Chennai, Gujarat, and Rajasthan in their league stage games.