New Delhi: The era of three-hour sports fandom in India is passe. After the stadium lights go out, digital innings for the Indian sports fan kicks in. From binge-watching locker-room banter on YouTube to tracking deep-dive player stats, a new breed of round-the-clock "superfans" is forcing brands to rewrite their sports marketing playbooks, according to Google India.
This fandom extends far beyond the final score, spilling over to YouTube, which now "serves as the ultimate companion to the sport".
