Convince Americans to Watch a Sport They've Never Heard Of
The Ask: Grow Pro Kabaddi League Viewership by introducing the sport to the United States.
The Situation: The sport in the wacky picture above is Kabaddi, a centuries-old sport that originated in India. It's a sort of fusion between tag, wrestling, and dodgeball. Some call Kabaddi "Extreme Tag" as a quick explanation. For most of its recent history, Kabaddi has existed primarily as a schoolyard game played by children during recess. But when the televised Pro Kabaddi League launched in 2014, the sport rose to national prominence in India, gaining hundreds of millions of viewers per week - and on some weeks, even overtaking Cricket viewership. Now Kabaddi is looking to expand its viewership to the most saturated sports market in the world, the United States.
If you need a quick primer on the rules of Kabaddi, my team created a 30 second rules video that'll teach you the basics.
Research Methodology: Secondary research and social listening.
Consumer Truth: Sports fans feel like they don't get their time's worth when they watch broadcasted sports.
Cultural Truth: In most American sports broadcasts, there is as much or more commercial time than there is actual play time. (For example: An avg. NFL broadcast contains 11 minutes of play time and 80 minutes of commercials.)
Brand Truth: Pro Kabaddi League matches don't waste any time; A full, action-packed match can be played start-to-finish in 40 minutes, every second filled with play time.
Insight: To gain American viewers, Kabaddi doesn't have to compete with the sports that Americans love; It only has to compete with their least favorite part about watching sports, the commercials.
Strategy: Give fans what they want, uninterrupted sports.