Business, Sports, Strategy

Indian Super League – Digital Media Review

What is the Indian Super League –

The Indian Super League is touted as India’s Answer to EPL – English Premier League – which is perhaps among the most popular football league at a global level, at least that’s the perception in India. The League consists of 8 teams from Mumbai, Delhi, Kolkata, Pune, Northeast, Chennai, Goa and Kerala. The league is co-owned by Reliance, IMG and Starsports. For other details on the league visit the Wiki Page.

Why is the league different –

The league is different from other tournaments since it does not use a Relegation / Promotion system but instead uses a Franchisee system on the lines of the famous Indian Premier League. The thought is that this works in the long run since the franchisees get time to establish themselves as brands. The trouble with this is that new talent from a local state cannot really come up and rise through the ranks. This could happen over the years due to politics etc, but I guess for the initial years this format works best for the organisers, sponsors and players, and effectively for the audiences as well.

The Indian Super League Website Review – 8.5/10

How does the Website Look:

On first glance, the website is fabulous. Works well on both the web and mobile. The URL indiansuperleague.com is slightly long, but I guess thats unavoidable, from a branding perspective. The mobile site on both iPhone and Android gives us a notification to download the app which is a fabulous strategy. Nothing better than an App to drive engagement.

The website of the India Super League

The website of the India Super League

What works – The HomePage – 10/10

The HomePage presents an easily readable view of the latest match. The matchcentre is a good place to track the match from web / tablet or mobile – View Mobile Site here. Thankfully there isn’t too much happening on the
page, but that could also be attributed to the fact that there is only one match happening at any point of time in the Indian Super League.

What doesn’t work – No / Little opinions

What really struck me was a complete absence of opinions. While I grant that the fan clubs etc would happen over a longish time period, there is just a total absence of opinions, of views, of debates.. Would love to see player perspectives, post match interviews etc displayed at a match centre level.

The Indian Super League Twitter Page review – 9/10

The twitter page has created quite a buzz with an array of celebrities tweeting tirelessly(?) throughout the league. It definitely helps to have big names like Sachin, Kohli, Dhoni, Amitabh, Hrithik etc on board, but still, the efforts put on twitter are quite impressive, and would yield a long term result very much in favor of the Indian Super League. The Page tweets real time photos of celebrities, players, goals and retweets individual club account tweets for added fizz and views.

What works for the Indian Super League twitter Page –

The activity and buzz has ensured that Indian Super league already entered the top 10 trending topics on twitter multiple times. Particularly impressive was the opening day, when ISL was trending almost for 48 hrs non stop. A lot of celebrities are live tweeting during matches and half time as well, and this definitely helps with fan interest. Now, for the tough part, can this Indian Super League create stars out of players, especially the Indian Players? Remember, the celebrities etc do help the IPL, but IPL is IPL because of the quality of competition. Can India produce a crop of players that can actually take the field by storm? This would definitely influence the league in a big way!

What doesn’t work –

No Fan retweets – I am sure fan retweets and views would rock on this page as well. While this is a double edged sword, but still, that really influences discussions and connect with the league.

Contests lack buzz and lack of daily involvement -Why not try giving away tickets at venues? That should really get a lot of fans hooked on to the page.

Twitter account of India Super League

Twitter account of India Super League


The Indian Super League Facebook Page Review – 8.5/10

The Indian Super League Facebook page really got off to a rousing start by crossing a million Likes in the first week itself. While that certainly was a sight to behold, the momentum has slightly eased off in the following week , which can be seen in the trends below. Currently, the ISL Facebook Page stands at nearly 11 Lakh Likes, but there certainly is room for lot more, especially as the league reaches its final stages in December.

What works for the ISL Facebook Page:

There is some real engaging commentary going on with a lot of user participation. The viewers are expressing their views freely. Whats important is that ISL is taking even criticism into its stride, particularly the criticism about not including Bangalore or on the lack of a relegation/ promotion system.

What doesn’t work for the Indian Super League Facebook Page:

It could be very interesting if the ISL actually starts responding to user queries, that would really help with interactivity and ensure that viewer voices don’t go unheard.

What is your opinion?

Write about your views below. Can ISL become a long term crowd puller and make India a Footballing nation? Let us know!

India Super League - Facebook Fan Page Stats

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