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Tech Mahindra and Rajasthan Royals partner to build on fan loyalty and monetisation


IT services firm said today that it was partnering with Indian Premier League (IPL) team Rajasthan Royals to build on fan loyalty and fan monetisation. The collaboration aims to derive three times the value from a loyal fanbase using Tech Mahindra’s digital platform powered by next-generation technologies.

Tech Mahindra and Rajasthan Royals will work towards providing an omni-channel experience for fans across social, email and push messaging starting from this year’s IPL. As part of the collaboration, Tech Mahindra will also support Rajasthan Royals to reach wider markets and audiences through comprehensive fan engagement platforms and digital campaigns. Tech Mahindra will also leverage new-age technologies to create revenue streams for the team and expand fan base.

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“The personalised experience we give to our fans is so crucial to us and Tech Mahindra help us to make this as fluid and impactful as possible. We want our fans to be as close to the team as possible, with engaging content, gamification and much more, not just during the IPL, but year-round,” said Jake Lush McCrum, COO, Rajasthan Royals.

The partnership will enable the team to reach out to new fans as well as deepen their engagement with existing ones. Jagdish Mitra, Chief Strategy Officer and Head of Growth, Tech Mahindra, said, “The fanbase of sports teams have become more global and fragmented, increasing the importance of curating the right message across right channels. With this strategic partnership, our endeavour is to develop loyalty and deeper engagement among the fans and ensure that the franchise can maximise their value from fans, by leveraging new digital revenue streams.”

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