Audience Development Strategy

Winning over Indian audiences for Sevilla FC

Services

Challenge

With the Indian LaLiga fan base dominated by Real Madrid and Barcelona fans, the Europa League Kings Sevilla FC faced an uphill battle: building a dedicated fan base in India from scratch while driving authentic engagement and positive sentiment for the club.

In the Indian football fan base, LaLiga loyalty runs deep and in one direction: Real Madrid or FC Barcelona. Sevilla FC faced the daunting task of building a fan base from scratch in a market dominated by legacy clubs and legacy narratives. The brief? Cut through the noise, earn attention in a culturally complex and football-savvy country, and most importantly, turn passive scrollers into passionate supporters.

This wasn’t about chasing vanity metrics or one-off stunts. It was about driving authentic, long-term engagement with Indian fans. That meant bridging language, geography, and history whilst connecting Sevilla’s identity with what moves India’s football and sporting audiences.

We had to make a Spanish football club feel local to Indian fans. That’s where the real challenge lived: in translating a powerful club ethos into something that genuinely resonated on Indian soil.

Solution

We integrated Sevilla FC with India by celebrating the country’s rich culture, sporting achievements, and football culture—creating a strategy that felt authentic and brought the club closer to Indian fans.

Our approach included:

-Localised content: Developing content tailored for India’s diverse regions, with relatable content concepts and locally relevant captions that resonated with fans across the country.

-Cultural relevance: Tapping into trending moments, pop culture, and India’s sporting milestones to position Sevilla as part of the broader Indian conversation.

-Influencer collaborations: Partnering with Indian football creators and sporting icons to amplify Sevilla’s presence and connect with audiences authentically.

-Local partnerships and events: Leveraging Sevilla’s partnership with FC Bengaluru United through on-ground activations, including Hackathons and football tournaments, to engage fans offline.

-Signature video IP: Launching a unique content series spotlighting Indian athletes whose journeys reflected Sevilla FC’s Nunca Te Rindas (Never Surrender) ethos. The series featured stars like cricketer Dinesh Karthik, archer Dhiraj Bommadevara, the Indian Blind Football Team, and freestyler Hadiya Hakeem. Airing on national television, the series established a strong emotional and cultural connection with fans.

Through locally resonant content and activations with their local partners FC Bengaluru United, Sevilla FC not only increased visibility but also built meaningful relationships with fans, establishing a loyal and engaged community across India.