YouTube, Fan Engagement, and Sports Marketing: An Analysis of Indoor Cricket in Bangladesh

Abstract

The pervasive influence of digital media has fundamentally reshaped sports marketing and fan engagement globally. YouTube, as a prominent video-sharing platform, offers significant opportunities for sports entities to connect with audiences, yet its strategic application for niche sports in developing economies remains underexplored. This research was undertaken to examine the strategic utilization of YouTube for enhancing fan engagement and advancing sports marketing objectives for indoor cricket, an emerging sport in Bangladesh. The primary objectives were to explore current perceptions and applications of YouTube by diverse stakeholders, identify the perceived benefits and challenges associated with its use, and propose actionable strategies for its effective deployment in this specific context. A qualitative research approach, employing an instrumental case study design, was implemented. Data were collected through semi-structured interviews with key stakeholders, including officials involved in indoor cricket administration, marketing professionals, active YouTube content creators focusing on the sport, and engaged fans. The collected data were subjected to a rigorous thematic analysis to identify key patterns and insights. The results indicated a general acknowledgment among stakeholders of YouTube's potential, but current utilization was found to be largely sporadic and under-strategized, primarily due to significant resource constraints and a lack of cohesive digital planning. Key perceived benefits of YouTube included enhanced visibility and audience reach, the potential for robust fan community building, opportunities for marketing and brand development, and its educational value in popularizing the sport. Conversely, major challenges identified encompassed severe resource limitations (financial, technical, and human), difficulties in consistent high-quality content creation, struggles in audience growth and engagement, monetization hurdles, and the complexities of navigating platform dynamics. Stakeholders proposed various strategies for optimization, including content diversification, enhanced fan interaction, strategic partnerships, and collaborative approaches to overcome resource deficits. It was concluded that YouTube represents a critical but significantly underutilized asset for indoor cricket in Bangladesh. A substantial gap exists between the recognized potential of the platform and current practices. Addressing this requires a strategic shift towards proactive, well-resourced digital initiatives and collaborative efforts among all involved parties to effectively harness YouTube for the sport's growth and sustainability.