In a landmark move for Indian sports, The Fan Experience Company, Bharat Army, and OneByTwo Entertainment have announced a strategic collaboration that aims to put fans at the centre of the sporting universe. The initiative seeks to redefine the role of the “12th Man” — not just as a spectator, but as an active, integral part of the game-day story.
The partnership will focus on mapping the fan journey, engaging at every touchpoint, and creating moments that fans will want to talk about, share, and relive. By nurturing loyalty and building a strong sense of community, the collaboration aims to deliver sustainable growth for Indian sport both on and off the field.
“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. “Just as customer-centricity is vital in business, fan-centricity is the key to sustainable growth in sport. While results on the field can’t be guaranteed, the quality of fan experience can be — and this partnership puts that philosophy into action in India.”
For Bharat Army, the official global supporters’ group for Team India with a 25-year legacy, this marks a natural evolution of its mission to rally fans from stadium stands to digital communities. “Our ideology has always been to be ‘The 12th Man’,” said Rakesh Patel, Founder of Bharat Army. “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,” he adds.
OneByTwo Entertainment, which has delivered sports marketing solutions for over 150 brands, including Optimum Nutrition, Swiggy, Adidas, IPL teams like Lucknow Super Giants, and rights holders such as the Bharat Army, will be instrumental in bringing the vision to life. “We believe in creating experiences that go beyond commercial viability. Sports is all about fans, and this partnership is about elevating them to the centre of all the action,” said Anant Arora, Founder of OneByTwo Entertainment.
Together, the three organisations are setting out to rewrite the playbook for fan engagement in India — one unforgettable moment at a time.
