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Turning The Tide: How Eventistry Revitalized The Lanka Premier League's Iconic 5th Year

Date

2024

Client

LPL

Category

Digital / Marketing

CHALLENGE:

The Lanka Premier League (LPL) 2024 marked a significant milestone as the league celebrated its iconic 5th year. However, this momentous occasion came with its own set of challenges. The league had recently been marred by negative press, which threatened to overshadow its reputation and legacy. As Sri Lanka’s first-ever dedicated sports marketing agency, Eventistry along with Eventistry Sports was entrusted with the critical task of turning around public sentiment and reinvigorating the league’s brand image. Our challenge was not only to elevate the digital presence of LPL 2024 but also to change the narrative, engaging a diverse audience and rekindling the passion for cricket in Sri Lanka.

SOLUTION:

Eventistry approached this high-stakes challenge with a bold and innovative strategy, bringing our expertise in sports marketing to the forefront. Recognizing the significance of the Lanka Premier League’s 5th year, we assembled our top team of digital marketers, content creators, and strategists. This project was a true collaborative effort, leveraging the unique talents of each team member to craft a comprehensive, end-to-end social media campaign that would redefine the league’s online presence and reshape public perception.

At the heart of our strategy was a robust content creation plan. We produced an impressive 691 pieces of content, including 534 static posts, 157 videos, and 207 stories. This extensive and diverse content mix was meticulously designed to keep the audience engaged throughout the tournament, offering a blend of excitement, real-time updates, and behind-the-scenes insights. We understood the critical role video content plays in sports marketing, so we focused heavily on this medium to drive millions of views and interactions. Additionally, our targeted campaigns were carefully crafted to not just reach a broad audience but to deeply resonate with cricket fans, fostering a strong connection with the LPL.

At Eventistry, we believe in the power of data. Throughout the campaign, we employed a data-driven approach, closely monitoring performance metrics and making real-time adjustments to optimize reach and engagement. This agile strategy allowed us to remain responsive to the evolving dynamics of the campaign, ensuring that our efforts were both effective and impactful. We also prioritized community engagement, actively fostering conversations, responding to fan interactions, and encouraging user-generated content. This helped to build a vibrant, interactive online community that passionately supported the league, further enhancing the success of the campaign.

RESULTS:

The results of our campaign were nothing short of extraordinary, reaffirming Eventistry’s position as a leader in sports marketing in Sri Lanka. Over the course of the campaign, which ran from June 20th to July 25th, 2024, the Lanka Premier League 2024 saw a transformative impact on its digital presence.

Our collective efforts led to a total reach of 8.1 million, representing a 102% increase. This substantial growth was a clear indicator that the campaign successfully shifted public sentiment and expanded the league’s visibility. Video views soared to 6.7 million, marking an astounding 313.4% increase. This success demonstrated the effectiveness of our video-centric strategy, which played a pivotal role in rekindling fan enthusiasm.

Engagement metrics were equally impressive, with content interactions reaching 678,883—an increase of 118.1%. This high level of engagement reflected the strong connection we fostered between the LPL and its audience. The campaign also drove significant follower growth, adding 39,516 new followers—a 49.9% increase. This growth not only expanded the league’s digital community but also secured a loyal fan base for future seasons.

Platform-specific results further highlighted the campaign’s success:

  • On one platform, impressions increased by 466% to 4.9 million, with reach expanding by 383.8% to 1.7 million. Content interactions on this platform surged by 1,152%, underscoring the widespread engagement we achieved.
  • Another platform saw video views skyrocket by 999.99% to 2.5 million, with the audience reach growing by 829.33% to 2.3 million. The engaged audience on this platform grew by an incredible 999.99%, with 18,120 new followers—a 728.53% increase.

These results underscore the success of the LPL 2024 social media campaign, establishing it as a benchmark for sports marketing in Sri Lanka. Eventistry’s strategic and data-driven approach not only met but exceeded the LPL’s goals, proving that sports marketing is not just about promoting an event—it’s about creating a legacy. Our efforts solidified the league’s place in the hearts of fans, ensuring that the 5th year of the Lanka Premier League was celebrated with the recognition it deserved.

next project Against The Clock: How Eventistry Sports Delivered A Spectacular LPL 2024 Opening Ceremony In Just 4 Days
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.