In a major move, the Indian sports industry witnessed a strategic partnership between Fan Experience Company, Bharat Army, and OneByTwo Entertainment. With these strategic collaborations, in the upcoming days cricket fans can enjoy a match in a more dynamic way.

The partnership has been done to bring the '12th man' as a major part of a match day story. As of now, the 12th man, which means supporters of a team, is mostly seen as a side character. But if his deal is utilized in a proper manner, then the supporters will get more opportunities to be an integral part of a game. Bharat Army, the official global supporters’ group for Team India with a 25-year legacy, aims to connect all the fans across the globe not only to the gallery but also through online mediums.

"Our ideology has always been to be 'The 12th Man.' By combining our on-ground expertise with The Fan Experience Company’s global know-how, we aim to take fan engagement to the next level, creating moments that live long after the matches are done," Rakesh Patel, founder of Bharat Army, informed.

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Words from the companies 

The Fan Experience Company has been involved in the industry for about two decades to enhance the experience of fans. They worked significantly during the Qatar World Cup 2022. They are often known to uphold the insights of a fan's journey through a storyline. "For nearly two decades, The Fan Experience Company has been helping leagues and clubs across the world, including at the Qatar 2022 FIFA World Cup Finals, use qualitative, story-led insights to enhance fan experiences," said Mark Bradley, founder of The Fan Experience Company. 

Anant Arora, founder of OneByTwo Entertainment, said, "We believe in creating experiences that go beyond commercial viability. Sports is all about fans, and this partnership is about elevating them to the center of all the action."