'Fans are the core of RCB's business' says @SidharthaMallya
At an interview with SportzPower, here's what Sidhartha Mallya director at RCB had to say to the questions asked.
Are you going to come out with RCB sports tour packages for Champions League as well?
It’s under consideration, but yet to be finalized.
Are you going to focus on any specific medium for your marketing activities like digital? Last time around during the IPL you had fanatic fans contest, besides being a sponsor on the YouTube IPL channel.
Our primary focus will be the digital medium. Like the Fanatic Fans contest, we will be activating other fan based contests before the Champions League.
What kind of investments are you making for marketing and advertising for the Champions League? Will it more or less vis-à-vis IPL?
Investment plans are still being drawn up. Actual numbers are confidential though.
What has been the key learning for RCB from IPL in terms of marketing?
The key take-out over the last couple of IPL seasons is that fans are the core of our business and we need to empower them to provide directions for RCB’s marketing initiatives. Whether it is user generated content or access to team, or communicating with key team strategists, we have followed the principle of ‘fan is the king’. As you would see, the majority of content on the RCB website has been fan generated, and that has lead to this website scoring over other IPL websites, not only in generating maximum traffic, but also in terms of average time spent by each visitor. This is the sign of engagement that we have been able to drive through this medium.
Alexa India traffic rank for IPL websites (25th April):
RCB – 879
CSK – 1551
DC – 2601
KKR – 2785
DD – 4613
RR – 5151
KXIP - 8253
Could you elaborate as to what kind of value RCB delivers for the UB Group?
RCB is delivering immense value – both tangible and intangible. From a tangible perspective, UB group brands are able to drive huge TOM (Top of the Mind) and salience which convert to positive consumer purchase preference. Through RCB, we are able to strengthen our relationships with external stake-holders by creating interface opportunities with the cricketing stars. At an intangible level, there is significant image and buzz associated with UB brands, because of our close association with RCB and IPL.
Do you think the strategy to organize the Champions League in different countries will work well for IPL franchises in expanding their fan base outside of India?
Absolutely, the IPL last year gave all franchises an opportunity to create overseas fan clubs, and RCB have the opportunity to further enhance our South African fan base later this year.
Read on for the complete interview here
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