Texas Super Kings

The opportunity was clear. Build a franchise that fans could connect with beyond match days while creating a strong and recognisable identity for TSK in a growing cricket market. For the 2024 season, Madarth introduced an American Contemporary creative direction that shaped the franchise's visual and digital presence. The approach brought together modern sports culture, entertainment-led content and the emotion associated with the Super Kings brand, helping TSK establish a distinctive voice across platforms. Every piece of communication was designed to feel energetic, engaging and unmistakably TSK.

To strengthen the connection between the franchise and its audience, the focus shifted from simply covering the game to creating reasons for fans to keep coming back. Players became a central part of the communication, allowing audiences to connect with the personalities behind the jersey. This thinking came to life through content properties such as Talking Times, which offered a closer look at players through longer conversations and personal stories, and Superfan Stories, which highlighted the people helping grow cricket culture in the United States. The content ecosystem extended across match-day coverage, player arrivals, creator collaborations, fan activations and community-led initiatives. AI-powered content, trend-led executions and pop culture integrations added another layer to the communication, helping the franchise connect with younger audiences in ways that felt natural to the platforms they were already using. Together, these efforts helped shape a digital identity that felt contemporary, entertaining and uniquely TSK.

As the TSK community continued to grow, the next step was strengthening its connection to the wider Super Kings family. This led to Whistle For Super Kings, a campaign that brought together supporters across Chennai, Joburg and Texas through a shared fan movement. More than a campaign line, it celebrated the common spirit that connects every Super Kings fan regardless of geography. The initiative strengthened emotional recall across franchises while reinforcing TSK's place within the larger Super Kings ecosystem.

The response was reflected across every platform. By 2024, TSK's USA fanbase had grown from 7.6K to 9.4K while digital fandom increased by 45%. Engagement crossed 11.66 million and impressions reached 91.1 million. The growth continued into 2025, with digital fandom reaching 777.8K across platforms. Instagram grew to 374K followers, Facebook crossed 143K followers and YouTube reached 17.4K subscribers. TSK also recorded some of the strongest engagement figures in Major League Cricket, including 8.74 million Instagram engagements and leading engagement rates on X. Talking Times emerged as one of the franchise's strongest-performing content properties, generating more than 1.13 million reach and over 169,000 engagements, while short-form content consistently delivered strong performance across platforms.

From defining a distinct identity for the franchise to creating fan-first campaigns and platform-native content, Madarth helped shape a digital presence that extended far beyond the cricket field. The result was one of Major League Cricket's strongest digital brands and a growing community that continues to strengthen the culture surrounding Texas Super Kings.