Bringing heart to hashtags: Washington Freedom’s Sumeet Rajpal

Team Washington Freedom (Photo: Sportzpics)

A simple Facebook message, "Hi, I am interested in this job," initiated an extraordinary journey for Sumeet Rajpal, a small-town boy from Satara, Maharashtra. He aimed to merge his passion for sports with the burgeoning world of social media. Despite academic struggles and early career ventures, Rajpal's pursuit of the thrill that sports once provided led him from obscurity to the Indian Premier League (IPL) spotlight.

His journey involved sharing space with global cricketing icons as a media manager for an IPL team across five seasons. This experience ultimately led him to the United States, where he embraced the challenge of expanding cricket's presence in unfamiliar territory with the Washington Freedom just before the second Major League Cricket (MLC) season.

Rajpal explained to Cricbuzz: “I knew if I go back into the same ecosystem, I would essentially be doing the same thing... the thought of doing something repetitive kind of scared me... let's go out and do it at a place where the challenges are different.”

Upon taking charge, Sumeet and his team immediately impacted the Washington Freedom's social media presence. The team's Instagram following surged from approximately 6,000 to 28,000 by the end of the second season, coinciding with Steven Smith and his team lifting the trophy.

While American offshoots of IPL teams, such as MI New York, LA Knight Riders, and Texas Super Kings, readily capitalized on their existing fan base, the Washington Freedom strategically acquired coveted players and coaches in the T20 circuit. The team notably stands alone outside the IPL, coached by Ricky Ponting, which enhanced their profile and fueled an aggressive recruitment drive.

Ponting's influence attracted Australian stars like Steve Smith, Travis Head, and Glenn Maxwell, boasting a combined following of over 9 million.

Rajpal noted, “We spoke to all our athletes... one of the best thing about our players is you open up to them... Someone like Glenn Maxwell... I still remember seeing about 30-35 Instagram collaboration requests with Glenn Maxwell on his page."

The number of collaborations secured from Maxwell significantly surpassed his collaborations during his 45-day IPL stint with the Punjab Kings. The volume and quality of social media content hinge on the trust cultivated by the media manager. This involves understanding the team’s mood and aligning content with their energy.

Rajpal elaborated, “You understand some guys may not be doing really well on the field... what are the ways you can brighten him up... Can we do some interesting content which will brighten his mood? So find out his best hits, find out some behind the scenes content where he's being goofy along with other players."

He added, “I remember we at Freedom created a nice little reel to buoy up Maxwell after he left the IPL owing to an injury... Athletes are not commodities. They are human beings... Your priority will be to build strong relationships with them, to build trust with them. And that's the game changer.”

Rajpal credits Ponting's egalitarian approach for fostering a positive environment. "He acknowledges that you're here doing a job... You're part of the team, and your efforts are going into creating a better brand for this team."

The Evolution of Sports Social Media

The current scale of social media usage by sports teams contrasts sharply with its early days. Rajpal witnessed this transformation firsthand. Social media, once an afterthought, has become a crucial aspect of sports communication. In 2018, when he started in the IPL, the digital team consisted of just one videographer. By 2022, it had expanded to a team of 10, including videographers, communication and marketing representatives, video editors, and a photographer.

Today, IPL franchises have even larger, more specialized digital teams, often including motion graphic artists. A typical IPL team's social media wing comprises over 35 members, including on-ground and backend staff. These teams are divided into app management, content marketing, website maintenance, and long-form editorial teams. Separate teams manage social media operations, client servicing, graphic design, video editing, and animation.

Social media budgets now account for 50% of an IPL team’s marketing budget. Content creators traveling with the team can cost between $40,000 per season. The business of social media in sports is a high-stakes game, where timely content deliverables are crucial. The demanding IPL travel schedule and limited player availability add to the pressure.

Rajpal recounts, “At the IPL we have gone 75 to 90 days without taking a single day off... 15-16 hour shifts are normal... People don't switch off for those two, three months... At Delhi Capitals, we had a three day mental health break.”

He emphasizes the need for breaks to combat saturation and maintain mental well-being. "You have to get away from it for a few days. So that's how much pressure you're dealing with."

Despite the challenges, players often contribute ideas and collaborate, creating a strong bond within the team. Rajpal notes, "I have been fortunate with the cricketers I have worked with. They have been empathic to me... If people ask me, who's been your favorite athlete you've worked with, hands down it has to be Shreyas Iyer."

He adds, "Some players are naturally inclined towards content... Shreyas loves fashion. We helped create a partnership where Shreyas got featured on Instagram's global page."

Rajpal observes that top cricketers are increasingly aware of image building, drawing inspiration from athletes in other sports. He mentions Shikhar Dhawan as another favorite, praising his sharp ideas and understanding of the right timing for content.

The Art of Storytelling in Content Creation

Franchise content has evolved significantly, with storytelling now being paramount. Reels and videos are more like mini-films, rich in context. For instance, a reel featuring a batsman now includes his journey from the hotel to the nets, culminating in dynamic shots and witty banter, all enhanced by music.

Rajpal explains, “Initially, the content was way too packaged... But the way it evolved is that it has started getting a lot more authentic... And by authentic content, I mean you show the real side of a player."

He emphasizes the importance of authentic content, ambient sound, simpler cuts, and a focus on storytelling. "So anything you do think of from the lens of storytelling, does it have a start? Does it have a mid? Does it have an end?"

Social media teams act as vital connectors, linking every member of the squad. Rajpal concludes, "We control the perception of efforts put in by the unit... our job is to let that narrative out and let people know how everyone is bonding."