In 2019, the Indian Premier League averaged 25,700 spectators per game, a figure that left the cricket tournament nestled neatly between La Liga and Serie A as the eighth most popular annual sports event in the world.

The content created by IPL franchises is generally excellent and the crowds are as passionate as you will find for a relatively new event. However, it rarely gets the credit it deserves.

Achint Gupta is Head of Media and Content at Kolkata Knight Riders, a major IPL franchise with a social media reach akin to that of a major Champions League football club. They were producing their only documentaries long before other sports teams started to eye a spot on Netflix.

They are also internationalising their brand and developing unique content strands that combine Bollywood glamour, Indian music and a different attitude to storytelling.