Tushar Singh Rathore - We Have Grown Exponentially, Attracting Over 15 Million Users to Our Website (Co-founder Twelfth Man Times)

 


We firmly believe that this is the opportune moment for India to establish a global presence in the world of sports, particularly in cricket. At Twelfth Man Times and Just Think Sports, we are actively working towards this goal by collaborating with sports IPs based in Barcelona and Europe”. Our efforts are focused on introducing cricket as a sport in these regions, positioning ourselves as early movers in this emerging ecosystem, and striving to replicate the success and popularity that cricket enjoys in India.

1. Can you share the inspiration behind founding Just Think Sports and Twelfth Man Times, and how your journey has evolved since then?


The inspiration behind founding Just Think Sports and Twelfth Man Times stems from a deep-rooted passion for sports and a desire to create a platform that truly resonates with fans. Back in 2015, we recognized a void in the online community, where genuine, fan-centric content was lacking, and clickbait articles dominated the landscape.

We envisioned a space where fans could not only consume high-quality, authentic content but also contribute their unique perspectives and insights. This vision drove us to embark on “a journey to build a strong, engaged community that celebrates the love for sports and fosters meaningful conversations”.

Since its inception, our journey has been nothing short of remarkable. We have grown exponentially, attracting over 15 million users to our website and maintaining a loyal monthly visitor base of 3 million. This growth is a testament to the resonance our platform has with sports enthusiasts worldwide.

What sets us apart is our commitment to creating a immersive experience for our users. By fostering a network of passionate fans who contribute their thoughts and analyses, we have cultivated a dynamic and engaging environment that keeps users engaged for an average of over two minutes per visit.

However, our journey has not merely been about numbers and metrics; it has been a transformative learning experience for our team. “We have gained invaluable knowledge and insights into the intricate dynamics of media, content creation, consumer behavior, and the sports ecosystem as a whole.”

As we continue to grow and evolve, our unwavering dedication to providing an authentic, fan-focused experience remains at the core of our mission. We strive to be a platform that not only entertains but also empowers fans to engage, connect, and share their love for sports in a meaningful and impactful way.


 

2. With your extensive experience in sports management and sports blogging, what strategies have you found most effective in engaging sports fans and attracting brand partnerships?


With our extensive experience in sports management and sports blogging, we have found that authenticity and real-time engagement are key to captivating sports fans and attracting brand partnerships. One strategy that has proven particularly effective is positioning ourselves as a source of organic, trending content that resonates with the pulse of fan conversations.

During our early days, we recognized the importance of capitalizing on real-time trends and capturing user attention through timely and relevant content. By consistently delivering content that aligned with the latest discussions and topics of interest, we were able to establish a strong initial traction and connect with our audience on a deeper level.

This understanding of fan perspectives and the ability to deliver content that resonates with their interests has been pivotal in our journey. As we grew our user base, we leveraged data-driven insights to comprehend user behavior patterns and preferences on our platform. By incorporating these valuable learnings into our long-term strategy, we have been able to consistently deliver engaging content that fosters loyalty and retention among our audience.

Furthermore, our commitment to fostering an authentic and immersive user experience has played a crucial role in attracting brand partnerships. By cultivating a highly engaged and passionate community of sports enthusiasts, we have become an attractive platform for brands seeking to connect with their target audiences in a meaningful and impactful way.

Our ability to leverage real-time trends, coupled with a deep understanding of fan perspectives and user behavior, has allowed us to create a unique value proposition for both our audience and potential brand partners. This strategic approach has not only enabled us to captivate sports fans but also to position ourselves as a compelling platform for brands seeking authentic and impactful collaborations.

our strategies has helped us land. A lot of brands initially during our holidays since we had small base But still, the engagement ratio was unmatchable as compared to the competitors, and it has helped us really well landing couple of huge clients during our early days


3. As the Marketing and Public Relations Manager of Twelfth Man Times, how do you ensure the blog stays relevant and maintains its reach of over 3 million monthly page views?


For Media company, it’s always been a team game, so it’s the key is that you have right side of people who understand the ecosystem well so that they can put that vision within the team and definitely for me. It has been always a hit and try since the dynamic user base of India have been very diverse, even we see you know Cricket fan who love Dhoni and Kohli at the same time and still, their favourite team is Mumbai Indians inside the brackets Hence keep trying new things. Understanding the data is something which your team needs to get it right and it’s always the day zero when it comes to Content ideas for us.


4. With a goal to build a one-stop source of sports in India, what steps are you taking to leverage the power of sports to create positive social change?


At the core of our success lies the understanding that in the media industry, it's a team effort. We recognize the importance of having a diverse and knowledgeable team that comprehends the intricate dynamics of the sports ecosystem. By fostering an environment where diverse perspectives and insights are valued, we can collectively chart a visionary path that resonates with our audience.


“One key aspect that has consistently driven our success is our willingness to embrace experimentation and adapt to the ever-changing landscape.” With India's diverse user base and the dynamic nature of sports fandom, we understand that preferences and interests can vary greatly, even within the same fan base. Fans may passionately support both Dhoni and Kohli while simultaneously rallying behind Mumbai Indians, (PS I have couple of them in my team)


To navigate this complexity, we embrace a mindset of continuous innovation and exploration. We consistently try new approaches, experiment with content formats, and explore fresh perspectives. This agility allows us to stay attuned to emerging trends and shifting audience preferences, ensuring that our content remains relevant and engaging.


Data-driven insights play a pivotal role in informing our strategies. By meticulously analyzing user behavior, engagement patterns, and content performance, we can make informed decisions that align with our audience's evolving needs and interests. This data-driven approach enables us to refine our content strategies, optimize distribution channels, and tailor our offerings to resonate with our diverse user base.


Moreover, we foster a culture of collaboration and knowledge-sharing within our team. We believe that great ideas can come from anywhere, and by encouraging open dialogue and cross-functional collaboration, we can continually generate fresh and compelling content ideas. This mindset ensures that our approach remains dynamic and responsive, rather than stagnant or complacent.


By leveraging the collective expertise of our team, embracing experimentation, analyzing data-driven insights, and fostering a culture of collaboration and innovation, we can maintain Twelfth Man Times' relevance and sustain its impressive reach, captivating sports fans across India and beyond.



5. As an experienced professional in the sports industry, what advice would you give to others aspiring to make an impact in sports management, blogging, or marketing?


The sports market and management ecosystem in India is on an exciting growth trajectory, presenting a prime opportunity for aspiring individuals to venture into this dynamic field. This is an ideal time to explore and capitalize on the immense potential that the industry holds.

While each journey will be unique and accompanied by its fair share of challenges, it is essential to embrace a mindset of continuous learning and adaptation. At Twelfth Man Times, we understand the importance of mentorship and guidance, and we are more than happy to assist and support anyone interested in pursuing a career in the sports domain. We are doing it with couple of Startups and entrepreneur   incubating businesses, providing insights, or sharing our expertise, we are committed to nurturing the next generation of sports professionals.

We firmly believe that this is the opportune moment for India to establish a global presence in the world of sports, particularly in cricket. At Twelfth Man Times and Just Think Sports, “we are actively working towards this goal by collaborating with sports IPs based in Barcelona and Europe”. Our efforts are focused on introducing cricket as a sport in these regions, positioning ourselves as early movers in this emerging ecosystem, and striving to replicate the success and popularity that cricket enjoys in India.

To those aspiring to make their mark in this industry, my advice is to seize the opportunity and embrace the challenges that come with it. “This is the time for India to showcase its sporting prowess on a global scale, transcending boundaries and inspiring nations with the passion and spirit of sports.”