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Sports live content, statistics, and e-commerce startup FanCode has expanded into a platform where users can watch match telecasts, listen to a commentator of their choice, and access interactive on-screen match data and analysis with just a few taps. The increasing popularity of sports leagues and fantasy sports has led to a significant rise in the demand for personalized, ad-free, multi-sports content, commerce, and experiences. To that end, FanCode has proven itself on all fronts to rise above its competitors to create an overarching wingspan over multiple segments and garner a big target audience.
FanCode allows fans more access to the viewing experience. Consuming live sports at home on their digital devices is fast becoming a global trend, and the company is introducing aspects of artificial intelligence (AI) and advanced technology in Indian sports broadcasting.
Speaking to Sportskeeda in an exclusive chat, FanCode co-founder Yannick Colaco said:
“We are, at our core, a technology company that is looking to solve two major problems that sports fans have: first is the limited access to great content that sports fans in India have, outside of Tier 1 events, and the second is the broken experience that fans have in following their favourite event.”
The digital sports experience has always been more or less linear. For the longest time, fans had to move across different apps to have an all-around experience. The experience of watching the game, keeping tabs on all the statistics, and at the same time being a part of the conversation with a larger community who share their interest with you is something a sports fan can call a dream.
Speaking about the initial thoughts behind FanCode, Colaco noted:
“We want to make the experience a lot more immersive for fans primarily by giving them the ability to customize their own viewing experience. From access to real-time stats and highlights overlaid on the live feed itself, to access to social media chatter around the game, our goal has been to give sports fans a seamless engaging experience in watching the sports they love.”
FanCode's association with Ravi Shastri
Former Team India coach and cricketer Ravi Shastri was recently announced as the new brand ambassador for the company. Shastri led the campaigns for India’s limited-overs tour of the West Indies, and ECB’s The Hundred, a 100-ball cricket tournament involving eight men’s and eight women’s teams located in major cities across England and Wales.
Commenting on the association with Ravi Shastri, Yannick said:
“Ravi is one of few sports personalities who has experienced success as a player, a coach, and a broadcast analyst, and this has helped him develop a deep connection with casual and die-hard sports fans alike.”
New subscription models on FanCode
There has been a lot of discussion over the presence of ads during the broadcasts, with a significant portion of fans voicing their discontent over the increasing number of commercials. To solve the conundrum, the company introduced an ad-free broadcast option during the India-West Indies series. In an effort to further improve fan convenience, FanCode also came up with special subscription packages that extend over just one series or tournament.
Speaking about the thought process behind the innovative subscription plans, Yannick said:
“We found from research that fans want the flexibility to watch the matches and events they love without having to commit upfront to long-term subscriptions to multiple OTT apps. So, in keeping with our user-first focus, we give fans the option to buy shorter term, event-centric passes. From a business perspective, we are confident that fans will see enough value in the experience that we deliver to come back repeatedly and make longer term commitments to FanCode, on their own accord.”
Merchandising in FanCode
So far, FanCode has partnered with global sports brands such as the MLB, Cricket West Indies, New Zealand Cricket, the England and Wales Cricket Board (ECB) for The Hundred, ICC Pathway Events, Afghanistan, Ireland and Zimbabwe cricket boards, FIFA qualifiers for the African, North and Central American, and Caribbean regions, and multiple IPL teams, including the Mumbai Indians.
The company has also ventured into the business of sports merchandising. The company offers merchandise for 80 sports brand partnerships and about 800 products on its site.
Speaking about the merchandising avenue of FanCode, he said:
“Creating a wide range of products and creating access to affordable products is the most important part of sports merchandising. Fans can now buy merchandise from all the 10 IPL teams on our platform, along with fan gear from 40 other sports brands.”
The company has also partnered with domestic and international sports leagues and associations across multiple sports, including the Bangladesh board for the Bangladesh Premier League, ICC Pathway Events, the J League in football, Major League Baseball, and FIFA qualifiers for the African, North and Central American, and Caribbean regions, among others.
