Die-hard football fans support only one team in a football league. They have no second favourites.

But, during the last National Football League season, using a listening tool and analytics we went through thousands of fans conversations. We found a never seen before trend amongst football fans.1500 die-hard fans of rival clubs were also supporting the Real Kashmir FC. We targeted them. They became our influencers who helped us to find more such fans who shared their loyalties with RKFC without compromising on their favourite clubs.

Situation:

Real Kashmir FC, a 3 year young club from the most militarised region in the world, Kashmir, was a strong contender for winning India's National Football League. But they were having to play their home games away from home because of communal disturbance in Kashmir.

Being a young club, RKFC did not enjoy the kind of support its 100 year old rival clubs did, especially, away from home.

Brief:

To get more support for Real Kashmir FC, the youngest club in the National football league, especially when they play away from home.

Objectives:

To enable hardcore fans of rival clubs who were also supporting RKFC as their second favourite club to come out and support RKFC as their favourite whenever their favourite club was not playing.

Die-hard football fans support only one team in a football league. They have no second favourites.

But, during the last National Football League season, using a listening tool and analytics we went through thousands of fans conversations. We found a never seen before trend amongst football fans.1500 die-hard fans of rival clubs were also supporting the Real Kashmir FC.

We targeted them.

We created and sent them ‘The Shared Jersey’! World’s-first reversible football jersey to support 2 rival clubs in the same league. Outside, their favourite club. Inside, Real Kashmir FC. They showed their appreciation by posting their Shared Jerseys on Social Media. They became our influencers, encouraging many more to show their shared support for RKFC.

Now these fans could support us without giving up on their first club.

Football fans support only one team in a football league. No second favourites.

But, during the last National Football League season, using a listening tool and analytics we went through thousands of fans conversations. We found a never seen before trend amongst football fans.1500 die-hard fans of rival clubs were also supporting the Real Kashmir FC.

We targeted them.

We created and sent them ‘The Shared Jersey’! World’s-first reversible football jersey to support 2 rival clubs in the same league. Outside, their favourite club. Inside, Real Kashmir FC. They showed their appreciation by posting it on social media. They became our influencers, encouraging many more to show their shared support for RKFC.

Now these fans could support us without giving up on their first club.

With just 1500 jerseys, we built a strong support for the youngest team in the league for times they will play away from home.

Football fans support only one team in a football league. No second favourites.

But, during the last National Football League season, using a listening tool and analytics we went through thousands of fans conversations. We found a never seen before trend amongst football fans.1500 die-hard fans of rival clubs were also supporting the Real Kashmir FC.

We targeted them.

We created and sent them ‘The Shared Jersey’! World’s-first reversible football jersey to support 2 rival clubs in the same league. Outside, their favourite club. Inside, Real Kashmir FC. They showed their appreciation by posting it on social media. They became our influencers, encouraging many more to show their shared support for RKFC.

Now these fans could support us without giving up on their first club.

With just 1500 jerseys, we built a strong support for the youngest team in the league for times they will play away from home.

Football fans support only one team in a football league. No second favourites.

But, during the last National Football League season, using a listening tool and analytics we went through thousands of fans conversations. We found a never seen before trend amongst football fans.1500 die-hard fans of rival clubs were also supporting the Real Kashmir FC.

We targeted them.

We created and sent them ‘The Shared Jersey’! World’s-first reversible football jersey to support 2 rival clubs in the same league. Outside, their favourite club. Inside, Real Kashmir FC. They showed their appreciation by posting it on social media. They became our influencers, encouraging many more to show their shared support for RKFC.

Now these fans could support us without giving up on their first club.

With just 1500 jerseys, we built a strong support for RKFC. A 41% growth in follower base and 6266 conversations across social media.