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Tech Mahindra to drive fan engagement, monetization for Rajasthan Royals

Tech Mahindra to drive fan engagement, monetization for Rajasthan Royals
Photo Credit: Reuters
13 Apr, 2021

Indian Premier League (IPL) champions Rajasthan Royals (RR) has picked information technology (IT) services and business process outsourcing services provider Tech Mahindra to enhance customer experience.  

Under the engagement, a statement said, the Pune-headquartered company will use its digital platform, powered by AI (artificial intelligence) and data analytics, to provide an omni-channel communication experience for RR’s fans across social, email and push messaging services. 

This will help the franchise reach wider markets and audiences through comprehensive fan engagement platforms and digital campaigns. It also plans to leverage new age technologies to more revenue streams for the team. 

“Our partnership with Rajasthan Royals will enable them to reach new fans and engage with the existing ones by leveraging all channels. This engagement demonstrates our growing product portfolio geared towards enabling superior fan engagement solutions in line with our vision to help transform sports properties into digital properties and monetise on new revenue streams. 

“Our focus is to build loyalty among fans by delivering [an] enhanced personalised experience to deeply engage them,” he added. 

Eventually, the collaboration, which starts with this year’s IPL season, will help Rajasthan Royals derive three-fold more value from its fan base, the statement said. 

Commenting on the partnership, Tarun Kishore, marketing and tech consultant for Rajasthan Royals, said, “Our focus is to understand our fans better and to make their experience and bond with Royals family stronger. We are confident that with the rich experience and robust technology stack Tech Mahindra will bring that necessary armory into our repertoire to achieve our larger vision globally.” 

“This is just a start of our journey towards personalized communication and engagement using deep insights and data analytics to build long term value for our fans, partners, and franchise,” he added. 

The partnership comes as Tech Mahindra continues to focus on end-to-end digital transformation of customers through next-gen technologies such as blockchain, 5G, cloud, and AI.  

The company employs over 1.21 lakh people worldwide and claims to have worked with 997 global customers, including Fortune 500 companies. Most recently, it collaborated with Netherlands blockchain incubator Quantoz to launch a ‘stablecoin-as-a- service’ offering for the banking, financial services and insurance (BFSI) sector.