Red Lab, a division of Rediffusion that analyzes consumer behavior, has crowned Chennai Super Kings (CSK) as the top team in terms of fandom at the end of the current IPL season.
In the recent analysis conducted by the Rediffusion Red Lab team, Mumbai Indians emerged as a second-place team in terms of fan involvement, albeit not as closely positioned as the top team. On the other hand, Royal Challengers Bangalore (RCB) secured a distant third place. The Red Lab team diligently tracked and analyzed the level of fan engagement across all ten teams that participated in the tournament, conducting interviews and interactions with a total of 1213 fans over the past two months.
Fandom is determined by several factors. The initial indication is when individuals raise their hands or openly express their support for a specific team, clearly identifying themselves as fans. The first stage of developing a sense of belongingness is keeping track of the favorite team’s scores or performance. The next level involves actively watching the team’s matches on television or staying updated with its live gameplay through digital platforms. These actions contribute to the overall assessment of fan involvement and loyalty.
Fandom is calculated based on various indicators. It begins with fans openly identifying and expressing their support for a particular team, often through gestures like hand-raising. The initial stage of belongingness is marked by actively following and keeping track of the favorite team’s scores and performance. The next level of engagement involves watching team matches on television or staying updated with live gameplay through digital platforms.
When the team and its players become regular topics of conversation with family and friends, it further solidifies fandom. The pinnacle of fandom is reached when fans go the extra mile by purchasing team merchandise and attending matches in stadiums, cheering passionately for their chosen team. These factors collectively contribute to measuring the extent of fan dedication and loyalty.
Chennai Super Kings (CSK) takes the lead with an impressive score of 79% in terms of fan loyalty. Mumbai Indians (MI) closely follow with a score of 72%, while Royal Challengers Bangalore (RCB) secure a score of 61%. Among the new teams, Gujarat Titans (GT) have performed well, achieving a respectable score of 58%, placing them in fifth position. They are just one rank behind the Kolkata Knight Riders (KKR), who obtained a score of 59% and hold the fourth position.
At the bottom of the rankings, Sunrisers Hyderabad (32%) holds the last position, while Delhi Capitals (37%) is just above them in second-to-last place.
According to Dr. Sandeep Goyal, the Managing Director of Rediffusion, “This is a study of the glue that binds a team and its fans. The IPL has been around for 16 years now – sufficient time has elapsed for choices to be made, loyalty to be shaped and for fans to either love a team or be indifferent to it.”
It is interesting to note that 42% of Chennai Super Kings’ fan base comprises supporters from outside of Chennai. This indicates that loyalty towards the team is not solely influenced by city or geographical affiliation. Unsurprisingly, 72% of CSK fans attribute their strong affinity and preference to MS Dhoni. In comparison, Rohit Sharma of Mumbai Indians has a lower influence at 23%, while Virat Kohli holds a better score at 51% for Royal Challengers Bangalore. In the case of Lucknow Giants (LG), KL Rahul performs well with a score of 49% in terms of fan loyalty.
Dr. Goyal believes that fandom is also influenced by the success of the team. The achievements of Chennai Super Kings (CSK), Mumbai Indians (MI), and the rapid progress of Gujarat Titans (GT) have endeared them to their respective fan bases.
Rediffusion’s Red Lab monitors trends across various genres. This study was carried out at all ten IPL team franchise locations, ensuring comprehensive coverage.
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