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Indian Premier League (IPL) franchise Kolkata Knight Riders (KKR) has taken on board sport brand consulting outfit Meraki Sport and Entertainment, to create and implement holistic solutions via a digital-first approach to enhance and engage its fan base across the world.
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Kaustubh Jha, Head, Marketing, KKR, said, “We are excited to kick-start our association with Meraki as we look to take the KKR brand to newer heights. Meraki’s fan-centric approach to driving brand salience for teams is in line with the fan-first values we stand for as a brand. With this edition of the IPL happening in the United Arab Emirates (UAE), we are looking forward to working with them and unlocking new avenues of storytelling, to enhance fan engagement.”
Founded on the premise of building brands through sport, Meraki is an integrated marketing services company for brands in sport, with a client roster that includes the likes of Nestle Milo, Max Life Insurance, Airbnb, and Welspun Foundation, among others.
Namrata Parekh, Co-founder and Director, Meraki, said, “IPL is not only cricket’s finest spectacle, it is also one of India’s biggest unifiers and KKR is right up there, in terms of the emotional connect it enjoys among fans. We are excited to partner with KKR and are confident that guided by our proprietary brand alignment tools, we will be able to unlock KKR’s full potential as a sustainable brand, driving significant stakeholder delight, especially in a post-pandemic world, where sport brands will have a vital role in enhancing the social fabric of a nation.”
Meraki provides digital and marketing solutions to two teams in the Indian Super League (Kerala Blasters and NorthEast United) and have in the past, worked with Patna Pirates and Tamil Thalaivas (Pro Kabbadi League, Mumbai Rockets (Pro Badminton League) and Oilmax Stag Yoddhas (Ultimate Table Tennis).
Kerala Blasters, India’s largest football club with a community size of over 4.5 million, recorded the second-highest engagement rate on Instagram, among all football clubs in the world, for the month of April 2020.
Meraki, the integrated sport marketing and consulting company, has five key business verticals across advisory, rights management, talent management, live experiences and intellectual properties.
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