Vaibhav Tripathi
Owned by Dr. Sanjiv Goenka, the Lucknow Super Giants (LSG) showcased their brilliance in IPL 2023, not only on the field but also off it. Embracing the home-and-away format, they seized the opportunity to connect with their loyal fans. Their comprehensive marketing campaign included widespread outdoor advertising, a partnership with Radio City, on-ground activations to cultivate the “LSG Brigade” fan club, and extensive media coverage in multiple languages.
The season commenced with a grand jersey launch event graced by esteemed personalities such as BCCI Secretary Jay Shah, LSG captain KL Rahul, and vice-captain Krunal Pandya. The event was live-streamed in major cities across Uttar Pradesh. Additionally, the Lucknow Super Giants organized an enthralling open bus roadshow called Jashn-e-LSG, followed by the world’s first cricket-themed drone show, capturing attention and sparking discussions on social media.
Debuting at the Ekana Cricket Stadium, the franchise collaborated closely with the UPCA and stadium authorities to ensure international standards were met. Their efforts were rewarded with an average crowd of nearly 50,000 passionate fans, amounting to approximately 3 lakh throughout the season. To facilitate transportation, LSG partnered with Lucknow Metro to provide late-night trains and feeder buses, while E-Rickshaw shuttles were arranged within the stadium premises.
The Lucknow Super Giants left a digital impact, accumulating over 500 million views through captivating video content created in collaboration with renowned content creator Shubham Gaur. They achieved the highest Engagement Rate on Twitter and Facebook among all IPL teams, attracting millions of new fans and reaching billions of people worldwide.
LSG successfully secured over 20 commercial partners across various industries, such as Fantasy Gaming, EVs, Industrial Steel, FMCGs, Digital Collectibles, and NFTs. This diverse range of sponsors reflects the wide appeal and marketability of the Lucknow Super Giants.
Following their impressive performance in IPL 2023, the team is determined to build on the success by strengthening their off-field endeavours. Their goal is to not only increase their fan base in India but also expand their reach globally.