IPL Champions Indians Mumbai – The most engaging IPL team on digital platforms: Mumbai Indians has once again strengthened its dominance as one of the most successful sports clubs in India and a rapidly growing Indian sports brand globally.
The 2020 IPL winners have established themselves as the most engaging IPL franchise (cumulative engagement on Facebook, Instagram and Twitter) for the third consecutive season. During the 2020 IPL played in difficult circumstances faced by sports globally due to the pandemic and enforced restrictions on fan engagement opportunities in stadiums, IPL teams and athletes had a daunting task of connecting with their fans through digital innovations. The spokesman for the Mumbai Indians in an official statement said: “We are grateful and honored to have our Paltan’s enviable strength behind our boys. Our Paltan is the true source of our motivation in our attempt to intensify our efforts in every aspect both on and off the pitch. The Paltan are our true heroes. The success of the Mumbai Indians on the digital front during this unique season of IPL is testament to the pioneering stature and following of our club around the world. “
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Each initiative was designed with MI’s “One Family” motto concept, with fans as the biggest stakeholder in the franchise’s outreach program. The digital initiatives of the Mumbai Indians exceeded expectations as the Paltan (army of fans) found solace in interacting with Rohit Sharma and his boys during the 60 day activation. Mumbai Indians, through digital platforms, have captured the imaginations of fans through her engagements which have amassed cumulative interactions of over 317 million across all three of her social media platforms, namely Facebook, Twitter and Instagram, earning the roof of the ‘most involved’ among competing clubs.
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According to numbers made publicly available by CrowdTangle and Unmetric, RCB recorded 277.65 million and CSK 189.67 million. The ‘MI Live’ show in its first year of launch was a super hit with fans as it surpassed engagement and consumption numbers by a huge margin over the more established cricket publisher’s shows during IPL 2020.
The season also saw the launch of a new interactive prediction game “Paltan Play” on MI’s digital platforms which allowed attendees to predict the game in real time through MI’s website and app. Additionally, a study by Spanish firm Deportes e Finanzas revealed that Mumbai Indians emerged as the world’s most popular sports team on Facebook for the months of October and November 2020, ahead of teams such as Manchester United FC, FC Barcelona, Liverpool FC and Arsenal. FC