Magic City Casino in Miami, Florida has set out to revive the sport of Jai-Alai in the United States.
The league views social as a huge driver of audience growth overall and finding connection with a younger demographic. Once they are able to build a new engaged fanbase, the objective is then to turn them into loyal viewers and active bettors.
The north star of the digital presence is creating the best possible content experience for the fan. Once that happens, Jai-Alai believes the sport's resurgence in the US will follow.
In order to grow the awareness of both the World Jai-Alai League but also just the sport of jai-alai itself, we focused our content strategy on the following vertical video content buckets:
Additionally, our immediate priority in October of 2021 was to launch a TikTok account, knowing the power of TikTok's algorithm for organic virality and audience building.
Eventually, the league was also able to also build out TikTok and Instagram profiles for each of their four teams as well as player accounts and fan pages, all of which have contributed to the growth of the league.
The World Jai-Alai League exploded on TikTok right away in November 2021, reaching 50,000 followers in under a month, 100,000 followers in under six months, 200,000 followers at the beginning of 2023. Their first viral video, "Jai-Alai Explained", now has 11.1M views and is one of 22 videos to reach the 1 million views mark.
The league's second season was massively succesful in building a livestream audience, as they recorded a total of 1,353,600 TikTok livestream views, including 139,500 live stream views for the Championship match, their highest total of the season.
The success has also translated to Instagram, where the league has over 54,000 followers.
The league's growth on social has also directly led to the league's growth as a whole. In addition to increased ticket sales, merchandise sales and press, the booming TikTok audience has been a primary selling point in sponsorship conversations and s key reason they were able to sign a broadcast distribution deal with ESPN.