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#KingsoftheNorth to Champions: How Eventistry Helped the Jaffna Kings Dominate the Lanka Premier League T20 Cricket Tournament

Date

2021

Client

Jaffna Kings

Category

Sporting Events

BRIEF

The Jaffna Kings were crowned champions of the Lanka Premier League T20 cricket tournament for the second year in a row. Eventistry was appointed as the team's digital media partner for the year 2021, following their success in a similar role for the Dambulla Viiking team in 2019. With the objective of driving incremental audience and commercial growth for the Jaffna Kings and their owners, Eventistry developed a performance-driven sports marketing strategy that combined creative and paid media to engage fans and showcase the team's talent.

APPROACH

Eventistry's approach centered around portraying the Jaffna Kings as #KingsoftheNorth and to appeal to the local audience the #YaalKollo highlighting their unique identity as the only team from the northern region of Sri Lanka. The hashtag later became the team's main identifier, helping to build a strong and loyal fan base. To further drive engagement and growth, Eventistry utilized data and audience-driven analysis to develop bespoke creatives and messaging. This included a mix of organic and paid content across multiple platforms, including Facebook and Instagram.

OUTCOME

Over the course of 20 days, Eventistry's campaign for the Jaffna Kings drove significant awareness and engagement on both Facebook and Instagram. On Facebook, the team achieved a total of 372 posts, generating over 8.4 million impressions - a growth of 587% from before Eventistry took over their page. The campaign also resulted in 985,653 engagements - a growth of 585% from before Eventistry's involvement. Similarly, on Instagram, the Jaffna Kings achieved a total of 372 posts, generating over 587,799 impressions - a growth of 110% from before Eventistry's involvement. The campaign also resulted in 100,497 interactions - a growth of 273% from before Eventistry took over their page.

CONCLUSION

Eventistry's performance-driven sports marketing strategy successfully drove incremental audience and commercial growth for the Jaffna Kings, resulting in their championship victory for the second year in a row. By portraying the team as #KingsoftheNorth and utilizing data and audience-driven analysis, Eventistry was able to create bespoke creatives and messaging that engaged fans and converted them into die-hard supporters. The significant growth in impressions and engagement on Facebook and Instagram illustrate the effectiveness of Eventistry's approach, and showcase the company's ability to deliver successful campaigns for sports teams and their owners.

next project Eventistry Sports Joins Forces with Ragama CC as Official Team Sponsor for Sri Lanka Cricket ODI and T20 Premier Leaguxqe.
DAVID SAMMEL
He has coached three Olympians, Barry Cowan (Sydney 2000) with Liam Broady and Marcus Daniell involved in Tokyo 2021 where Marcus made history with Mike Venus, winning bronze, New Zealand’s first ever tennis medal. Apart from success in tennis on the ATP/WTA tours, he coaches mindset to private clients including international cricketers, a pro golfer who recently won her first European Tour title, several college athletes and is a consultant who has worked with the likes of Chelsea and Fulham Football Clubs. He has a best selling book Locker Room Power and a successful online program called Mindset College. A graduate of the Berkeley Executive Coaches Institute (BECI) as well as earning a European Mentoring (EMCC) diploma. He illustrates that whilst his coaching is based firmly in applied psychology, sound theory sits behind his knowledge.
ANKUSH ROY
The romanticism in Ankush is primarily sparked by anything to do with sports. Far from being a dreamy kind of impulse, it is a burning desire to get sports events underway with maximum efficiency, providing athletes a setting to perform without limitations and for fans, an event worth their while. For over 15 years, Ankush has been at the forefront of India’s sporting setup, engaging with world-class franchises such as the Indian Premier League, Indian Super League, Star Sports Premier Badminton League and Star Sports Pro Kabaddi League as a proven specialist in Tournament Direction and Event Operations Management. More recently, he was also involved in the Lanka Premier League as Head of Operations and Marketing. Ankush joins the ranks at Eventistry Sports in bringing his ‘A-Game’ to Sri Lankan sports arenas. Based on his extensive track record, the local industry is undoubtedly going to benefit from a much needed international-level approach to sports marketing. Ankush himself is excited at the prospect of working with the massive potential Sri Lanka has in becoming a sports tourism destination. Through his collaboration with Eventistry Sports, Ankush believes a new paradigm for sports and branded events is inevitable and that ground zero when it all happens, will be right here in paradise isle.
ISHARA GOONERATNE
Ishara is in his element when the need of the hour is content for channels or channels to drive content. This ability of being able to manage superhuman volumes of communication streams makes him a critical asset in Eventistry Sports’ evolved angle for modern sports marketing, where the effective use of tech will determine the achievement of set objectives. Not much for engaging in physical sports, Ishara is an extreme e-sports fan showing deadly competence on Call of Duty. He does however, love cricket and derives a sense of pride from the Sri Lankan team’s exploits on the field, focusing on it as an effective touchpoint for driving audience engagement on social media. Since joining Eventistry Sports, Ishara has steadily gained an understanding on the dynamics of sporting events and their marketing aspect. To date, he has many projects under his belt, for which he has exclusively managed the marketing and digital media execution, as well as more specific deliverables such as setting up of media services, live-streaming events and real-time content generation. As is to be expected, Ishara’s vision for sports marketing involves the integration of tech and using its capabilities of connectivity and engaging content delivery to create unforgettable experiences for fans both on and off-ground, while simultaneously enhancing the reach brands have with their audiences.
KARIN WIJERATNE
Rebellious in attitude and proven exceptionally capable through a string of global brand communication experiences, Karin brings her innate understanding of the interplay between sports and sporting fans to create campaigns of heightened appeal. Her grounding in sports comes from early childhood itself, when she took on the demanding yet exhilarating training regimes of ballet, before subsequently also engaging in competitive swimming and tennis at a later age. As a fan, a variety of sports capture her passionate interest; from F1 (favourite team being Red Bull), ice skating and gymnastics (for their display of strength and artistry) and Baseball (Dodgers FTW!). Lately though, through her time in Eventistry Sports, Karin has also become a devout follower of Rugby and Cricket. Being so athletically inclined, Karin knows exactly what kind of setting makes for a great sporting event, one that delivers on fan expectations while inspiring athletes and teams to perform at their best. A visceral and innovative thinker, she sees opportunities for their holistic value and gets about constructing platforms that allow sporting talents to shine. As a result, every event becomes a value-driven engagement where brands and fans have much to gain from. Karin believes from her core that the world of sports has much untapped potential and that Eventistry Sports would be there at the forefront to take on the challenge of expanding the boundaries sports, enabling both athletes and brands to grow within its sphere.
IFHAM ARIFF
A firebrand by nature, Ifham has always been ahead of the curve with his outlook for sports in Sri Lanka, so much so that in founding Eventistry Sports, he was also establishing the country’s first and only dedicated sports marketing agency. The realm of sports and what it represents has been captivating, driving and inspiring Ifham throughout his life, across many milestones. As a school-going athlete, he was constantly engaged in playing multiple sports with basketball, rugby and cricket taking centre-focus. And, when he wasn’t playing, he would be following cricket, football and of course, F1 racing with frenzied interest, passionate fandoms that if at all, have intensified with time. As far as professional experience goes, Ifham has built himself a solid repertoire starting with his extensive accomplishments at Red Bull (including setting up Red Bull’s global cricket asset – Red Bull Campus Cricket), to promoting sporting events in collaboration with Sri Lanka Tourism and now, providing leadership to every single project Eventistry Sports takes on. With the continued success of his companies Eventistry and The Quest Ltd., Ifham displays a good head for business, always ensuring that the numbers are met in delivering optimal outcomes for collaborating brands and sporting teams. Competitiveness, survival and strategic victories, closely held values all drawn from sporting discipline, make Ifham a true catalyst for the evolution of the sports medium in Sri Lanka. Ifham’s vision for sports marketing is ambitious. He believes it to be the driver for raising the country’s sports industry to a professional level that is on par with global standards, where athletes can have sustained careers both on and off-field. Achieving this however, require brands and corporates to also believe in the potential of sports as a compelling platform for driving awareness and connecting on an emotional scale with audiences. With attended events making a comeback and sporting interests diversifying, the scope is finally opening up to take sports marketing several notches higher. In short, Ifham’s mission has now kicked into high gear.