From churning content from cricketers, keeping the hype alive to sharing their love for sports, Nisman and Saurav Haldar discuss what makes content creators an asset for major sports events.
Creators are everywhere! This thought, or rather an argument even, is nothing but a direct repercussion of watching content creators become the digital face of every major event. Any event that holds a significant role in pop culture ultimately collaborates with popular content creators to bank on the audience they come with. This includes all the popular sports and championship tournaments that have included creators in their digital marketing. It's not unknown that these creators bridge the gap between the audience and a sport that they may not have otherwise tuned in to if not for content creators. This year's ICC Championship or the ongoing IPL is a loud example of how content creators have found their own footing, even in the sports arena, one Reel at a time.
Creators Nisman and Saurav Haldar, also known for their love for cricket, often share their love for the sport online. Using their ability to make memes or even derive hilarious, engaging videos out of any highlight moment from a show, these creators are keeping up the hype around the game. So what does it look like to be a creator associated with a major sports event like the ICC Championship or IPL? The experience was surreal for Saurav, who has been dedicated to making content around cricket for 3 to 4 years. According to Nisman, for whom cricket has always been something her entire life revolves around, it feels amazing to be in adherence with anything that starts and ends with cricket. "So being associated with ICC for the Champions Trophy made me feel the happiest and liveliest on another level. I still remember the day when I was told that I was travelling to Dubai to watch the match. I couldn’t sleep all night becaude I was that excited."
Although we have seen them collaborate and come up with engaging videos that leave one hooked throughout, how do these associations actually work? What are the deliverables that are usually asked of these creators? Saurav and Nisman recall how it usually includes relatable content. It's more of what people anticipate about the game in the most entertaining way possible. It may also include a pre-match Reel to hype up the entire situation and bring more traction, along with stories to encourage people to watch the match and thus improve the viewership. The main focus is always on kickstarting more conversations and creating an aura about the game.
While we know without a doubt about these creators' ability to churn videos out of anything, trying to get some out of the sports personalities is a different ball game. For Nisman, it was fun. She was nervous and her experience was stressful too, because of her fear of being judged by her favourite players. "I keep the script according to the way I am in real life, according to the content I post and the resonance with the audience. When I explained it to the cricketers, they more or less loved it and the entire process is much easier because I'm doing what I do the best.
I just don’t try to impress them or sugarcoat anything. I behave the way I am, and that’s what most people appreciate." Saurav, who agrees that collaborating with cricketers can get tricky, follows his own plan to execute his videos. "I'm focused on having content that is simple, entertaining, and less time-consuming to shoot. I have done videos with Surya Kumar Yadav, Tilak Verma and Jhulan Goswami. The main challenge is to get the brief idea right, because for them, I was a complete stranger and my task was to break the ice, tune in with them, and get the content right."
Unlike their regular content, collaborating with sports events also means creating updates on live moments. When asked if there are any unique challenges they face when creating content for live sports events as opposed to other types of content, Nisman points out her fear of saying something wrong. "People might be offended by something I say because of their own set of thoughts and biases. Cricket is a junoon, it's a passionate sport. People are very dedicated to it. Thus, we have to be careful about the minutest things we include in the video." Meanwhile, Saurav mentions how live sports event content has a lesser durability than other regular content. "If you watch it after a month, you might not find it relatable enough. Sports is about rules and stats, if you don’t have knowledge about it, it will be difficult for you to create content for the masses."
All of this also comes from the idea that these creators have a unique ability or role to play in shaping the narrative around a sports event or athlete. Although we have always known the existence of these sports, it cannot be denied that these creators help keep the recall value of the tournaments alive. Saurav believes that content creators give that raw and authentic experience of the particular event. "I recently went for the Champions trophy final which India won, everyone can’t be there to watch the game but I can share how it feels in that moment while India won the trophy, through my videos, and people relate to what it feels like to be inside the stadium watching your country win." Nisman believes that continuous posting about a particular sport makes a huge difference. "It brings curiosity in the minds of people and the viewers tend to get much more involved in the sport once they see it on social media."
How do you think creators contribute to sports today? Let us know in the comments below!
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