Star Sports: Winning over regional markets for football

Ranjit Mittra, Subhamoy Das, Preeti Mascarenhas

Indian Super League (ISL) increased viewer figures for ISL football matches across three southern states (Tamil Nadu, Kerala and Karnataka) and boosted league teams' fanbase.

Campaign details

Brand: Star SportsBrand owner: Star India Pvt. Ltd.Agency: Mindshare IndiaMarket: IndiaIndustries: TV channels, services, programmesMedia channels: Online display, Outdoor, out-of-home, Print - general, unspecified, Social media, Sponsorship - event, property, TelevisionBudget: Up to 500k

Executive summary

League football in India still has some way to go before it achieves the kind of fan base and mass viewership figures that European Premier League teams attract. Having said that, the Indian Super League (ISL), which entered its fifth season in 2018, was the third most-watched franchise sport...

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