The Fan Experience Company, Bharat Army and OneByTwo Entertainment join hands to transform fan engagement in Indian sports
Mumbai: The Fan Experience Company, Bharat Army and OneByTwo Entertainment have come together to launch a game-changing initiative that will transform the way Indian sport connects with its fans. This is more than a collaboration — it’s a statement of belief that the fan is not just a spectator, but an active, essential part of the sporting equation.
The partnership aims to win on the field and win off it by enhancing the connection with fans that can be nurtured, celebrated, and amplified, by walking the fan journey, engaging at every touchpoint, and creating experiences that fans want to talk about, share, and relive, which Indian sport can achieve sustainable growth rooted in loyalty and community. This is intended to give the 12th man their rightful place at the heart of the story and craft experiences that will define the future of Indian sport, one unforgettable moment at a time.
Over the years, fan experience has evolved from being a peripheral element to becoming central to the strategy of leagues, franchises, and sports bodies. “Just as customer-centricity is vital in business, fan-centricity is the key to sustainable growth in sport,” said Mark Bradley, Founder, The Fan Experience Company. “While results on the field can’t be guaranteed, the quality of fan experience can be. Those who make it the heart of their business and commercial plans not only strengthen loyalty but also create measurable long-term value. This partnership is about putting that philosophy into action in the Indian sporting landscape,” he added.
For Bharat Army, this collaboration marks the next chapter in a journey that has already spanned 25 years of bringing fans closer to the action. “For us, it has always been about creating experiences for fans — from the stands to the streets to digital communities — and making them feel they are part of something bigger,” said Rakesh Patel, Founder, Bharat Army. “We believe that we are ‘The 12th Man’ and that has been our ideology ever since we started off over 25 years ago. This partnership is all about combining our growing on-ground experience with the expertise of The Fan Experience Company. Collectively, we aim to take fan engagement to the next level, creating moments that will live on long even after matches,” Patel said.
OneByTwo Entertainment will play a pivotal role in translating this passion into innovative activations that engage fans while delivering value to stakeholders. “We believe in unlocking the best value for our partners by creating experiences that go beyond commercial viability,” said Anant Arora, Founder, OneByTwo Entertainment. “Sports is all about fans, and we are delighted to play our part in this pathbreaking partnership that elevates and amplifies fans at the centre of all the action,” added Anant.
