Meta is collaborating with over 250 content creators, partnering with Star Sports, and teaming up with specific cricket teams to enhance the fan experience during the IPL 2024 season.
The collaboration aims to elevate discussions on Threads and create engaging fan experiences on Instagram and Threads in conjunction with Star Sports and select cricket teams.
During this cricket season, Meta’s initiative reflects the excitement surrounding the annual T20 cricket extravaganza. The company is engaging with content creators, select cricket teams, and India’s prominent broadcaster, Star Sports, to enhance the fan experience across social media platforms.
The collaboration involves over 250 content creators and reflects the deep passion among Indian audiences for cricket. Recent reports highlight that more than 90% of Indian teens identify themselves as part of various fandoms, with cricket being a primary interest. This enthusiasm was evident during the ICC Men’s Cricket World Cup 2023, which garnered over 16.9 billion views on Meta platforms.
Among the collaborators are notable cricket teams such as Chennai Super Kings, Mumbai Indians, and Royal Challengers Bangalore. Additionally, experts including ex-cricketer Akash Chopra, sports presenter Ridhima Pathak, and analyst Mufaddal Vohra are contributing to the discussions. Notable creators like Naveen Singh (bihariladka), Shreyas Mendiratta, and Deepika Venkatachalam (deepika_v__) are also part of this collaborative effort.
“The current cricket fever is all about intense rivalries, passionate involvement and strong fan following. With platforms like Threads that enable fans and experts to voice their opinions and Instagram that allows fans and athletes to share moments and create unique content related to the games, we are dedicated to heighten this excitement through our partnerships and collaborations with creators from all over India. We’re thankful to our partners like Star Sports as well, to join in this journey,” Paras Sharma, director, content and community partnerships, Meta, India.
One initiative, ‘Ask Star’, allows fans to submit questions to the commentary team on Threads during live matches, with selected questions answered on air. Another unique concept developed by Star Sports, the ‘Ajab Gajab T20 Challenge’, featured former cricketers and content creators in a box cricket game before the tournament began. Participants included cricketers like Harbhajan Singh, Irfan Pathan, and Steve Smith, alongside content creators such as Naveen Singh, Dharna Durga, and Rishabh Shukla. This event was broadcasted on Star Sports and available on reels for fans.
Additionally, the ‘Shor Squad’ initiative features selected creators whose reels are broadcasted live during matches.
Vikram Passi, Marketing Head at Star Sports, expressed enthusiasm about enhancing the cricketing experience for fans through initiatives like ‘Ask Star’, ‘Dream Job’, and the ‘Ajab Gajab T20 Challenge’, aiming to dial up fan engagement and redefine fan experiences.
Meta also partnered with Mumbai Indians and Kolkata Knight Riders to host creator days, allowing content creators to interact and collaborate with the teams and players.