In India, streaming is a $1.3 billion industry today, says Raghav Anand, segment leader, digital media (Africa, India and Middle East), EY, which is expected to more than double to $3 billion by 2025. But with each vertical remaining a crowded space, it may not be an easy ride. The companyвЂ™s focus, though, remains on creating different buckets for sports-loving consumers-amp up the watch-read-buy triumvirate so that it remains the go-to platform for anything sports. вЂњWe monetise either directly from our users through content subscriptions or FC Shop, or indirectly through advertising solutions,вЂќ says Colaco. Right now, FanCodeвЂ™s monetisation avenues revolve around some of the premium content, and the store. Neither Krishnan nor Colaco are willing to divulge any further financial details, but both believe revenue is a product of creating value over the long term. In early 2021, FanCode raised $50 million in funding from Dream Capital, the corporate venture capital and M&A arm of its parent Dream Sports. Both users and purchases are almost doubling every quarter,вЂќ says Krishnan. вЂњWe have over 30 brands and 800 products in the FanCode Shop. On the merchandising front, FanCode is the official partner for several sports leagues and teams, and also works with the official partners of other leagues and teams, enabling it to become the merchandise destination of outfits like the IPL franchises, the BCCI, NBA, WWE, and football clubs, including Liverpool and Borussia Dortmund. That apart, it has tied up with the Bangladesh board for the Bangladesh Premier League, signed a four-year deal with the England and Wales Cricket Board (ECB) for the newly-minted league, The Hundred, ICC Pathway Events, the J League in football, Major League Baseball, and FIFA qualifiers for the African, North and Central American, and Caribbean regions, among others. Which means in July, FanCode will stream IndiaвЂ™s tour of the West Indies, its biggest-ticket event so far. In its streaming bouquet, it has exclusive tie-ups with the West Indies, Afghanistan, Ireland and Zimbabwe cricket boards (meaning it has the rights to stream in India any domestic and international matches these countries play). FanCode has also seen a 4-5x growth in both daily and monthly users from 2020 to 2021, and has streamed more than 300 events to date, covering 9,000-plus matches and over 42,000 hours of live content. вЂњWe expect app downloads to climb 5x in the next one and a half year,вЂќ says Colaco. In three years, FanCode has registered 50 million unique users across all platforms, while the app has seen 25 million downloads, 70 percent of those from non-metros, thereby democratising the sports-viewing experience and taking it beyond urban hubs. (Dream Sports, which ended FY21 with a revenue of Rs 2,706 crore and a profit of Rs 329 crore, as per data from Tofler, has helped FanCode scale up, but its multiple verticals operate independently, says Colaco.)ДЇor FanCode, the idea was to build a sports business based on what a fan needs, as opposed to, as Krishnan says, вЂњfirst building a service and then finding a user base for itвЂќ.

Colaco later moved on to the NBA and Krishnan to Sony Pictures Network India, from where they came together in 2019 to launch FanCode under the parent company of Dream Sports, which also owns fantasy sports platform Dream11. ThatвЂ™s what we are looking to solve.вЂќДЄlong with Colaco, Krishnan, too, had worked with Nimbus earlier, a role in which they believe they also contributed to the fragmented experiences for sports fans by offering linear viewing services. There was no single platform which made it easy for fans to follow their favourite teams or players.

When I want to buy a club jersey, I have to go to an ecommerce site. When I want to watch the game, I have to go elsewhere. вЂњMonday mornings for me begin with finding out when the clubвЂ™s playing next, for which I have to go to the club website. вЂњI am a Manchester United fan,вЂќ says Colaco, who has previously worked with sports broadcaster Nimbus. Replete with interactive live streaming (FC Live), sports data, analytics and statistics (FC Stats) and online fan merchandising store (FC Shop), FanCode wants to deliver a fan experience that's immersive, personalised, 360-degree, and a paradigm shift from the linear services that traditional platforms offer. India and its tryst with sports, in numbersДЄnd thatвЂ™s exactly what the FanCode founders-Yannick Colaco and Prasana Krishnan-have set out to do: Build a digital destination for sports fans to lose themselves in.

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