GMR Sports, which owns the Delhi Daredevils team, is using the digital medium to generate support and build a community of fans for its team.
It has launched a website called www.Delhidaredevils.com, designed by Arc Worldwide, the integrated marketing services agency of Leo Burnett, where users can register and become a Delhi Daredevils fan.
The site allows members to get information about the players, tickets, schedule of matches and to view the merchandise of the team. Currently, the site has a limited user generated content option as there is an unmoderated message board, which allows members to write about the team. But there are plans to make the site more interactive and engaging in the future.
According to Karl Gomes, executive creative director, digital, Arc Worldwide, “We will be using the site as a platform to build a community around the team. Fans will be allowed to interact with each other. We will also be introducing a blog which will be managed by our team. The blog will aggregate all information regarding the Delhi Daredevils and provide all inside information about the players.” He adds, “The site can also be used for selling team related merchandise, depending on the availability of such merchandise.”
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