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Season 3 plan See the audit
Season 3 creator plan · For SLK leadership

Make every SLK match the thing Kerala talks about.

Creators already drive SLK's reach on Instagram. This is how Scoop and SLK turn that into a plan that runs every matchweek, from now to the final on 12 Dec.

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35matches to cover
13creators in the pavilion each match
~500creator visits across the season
1weekly report on what worked
Now to 9 OctLock inRoster, squad and kits ready
League stageWeekly rhythmA squad and a talking point every match
Semi-finals to 12 DecKnockouts and finalThe best creators come back, the biggest night
From Scoop · Draft 1 · 29 Sep 2026Read the plan
The short version

Creators already drive SLK's reach. Now give them a plan.

Most of the reach so far came from individual posts and moments. With a plan behind it, the same creators, fan groups and formats can show up every matchweek until the final.

1.7×views on reels made with a partner, against reels SLK posted alone
93Kmedian views on creator-led reels, the highest of any partner type
5 of 10of the biggest collab reels were made with creators
01

Matchday creator squad

10 nano, 2 micro and 1 macro creator in the VVIP or VIP pavilion at every match, with player time, a creator kit and ground access. For the semi-finals and final, a bigger squad of the creators who did best for the teams still playing.

02

A season-long creator roster

One face creator per club and a wider network of Kerala micro creators.

03

Boost the reels that already won

The best creator reels run as partnership ads from the creator's handle, so paid spend only follows proven content.

04

Speed and Malayalam first

Official clips to creators within an hour of full time.

05

Formats that already work

Celebrity cameos filmed by creators, the new penalty shootout, Super Ballers, and players as personalities.

06

Own the audience

A WhatsApp channel and a fan asset kit, so SLK has a direct line to fans.

Where SLK stands today

A strong start: 18.2M views on collab reels in three months.

From Scoop's audit of @super.league.kerala, 25 Jun to 28 Sep 2026, 420 posts.

257Kfollowers
263collab posts, 63% of everything posted
8.6Mviews in gameweek 1 alone, from 64 reels in 4 days
72.3Kmedian views on a reel with a partner, against 42K alone
39%of collab views led by creators (7.1M from 51 reels)
What's working
  • Creators top the chart. Verum Varsha's Kannur matchday reel (751K) is the biggest collab of the window.
  • Celebrities work best when a creator films them. Imthy AD's clips of Dabzee (733K) and Asif Ali (420K) are two of the biggest reels.
  • Fan groups punch far above their size. Forca Cruz (5.2K followers) sits on reels with 1.43M views. Red Mariners (18.8K) on 1.25M.
  • Owned events carried pre-season. Super Ballers alone made 24 reels and 2.5M views.
  • Players pull views. Rahul Raju (Forca Kochi) appears on reels with 633K views, goalkeeper Jaimy Joy on 567K.
Where there's room to grow
  • Keeping creators through the season. TFNB Habibi and Wannabe Footballers did great work in pre-season. Bringing them and others back every matchweek gives SLK a steady matchday voice.
  • All six fan groups. Kannur's and Kochi's groups already post regularly and get huge reach. The other four can do the same with a bit of support.
  • Interviews and ticket reels. These do better in a creator's hands: a creator's captain interview got 55K, against a 38K median for interviews and 28K for ticket reels.
  • More for partners. Tornado by Time House owns "added time" every match. Every partner can have a recurring moment like that.

Median views by content type

Collab reels, 25 Jun to 28 Sep. The number next to each type is how many reels it covers.

For context, a sports account's reel usually gets views equal to 5 to 25% of its followers. SLK's partner reels regularly clear 25% of its own follower count, and the best fan-group and creator reels reach 100× their own audience.

What's working for leagues around the world

The leagues growing fastest treat creators as part of the league.

What leagues and clubs have done with creators from 2023 to 2026, and what SLK can take from each.

LeagueWhat they didResultWhat SLK can take from it
Pro Kabaddi LeagueIndia, Season 12Reels within minutes of match moments, "PKL Insider" content in regional languages, deals with regional creator networks936M video views (up 56%). Fast reels: 330M. Regional-language content up 189%. Creator networks: 140M+The closest model for SLK. Speed, native language, many creators.
IPL2026Mostly organic: fans, meme pages and micro creators react to every matchOpening weekend: 23,860 creators, 36,970 posts, 448M views. ICC's T20 creator club: 250 creators, 2.5B viewsMany small creators beat a few big names.
Kings LeagueSpainStreamers own and run the clubs, with equity and minimum targets. Rule gimmicks, fan votesSeason 1: 2.1M peak live viewers, 92K at Camp Nou. The most talked-about team finished lastGive creators a real stake in a club for the season. Personality beats results.
NFLCreator of the Week, 2025 and 202612 creators get embedded access at a club for a week86M+ views last season. Back again for 2026A weekly creator with full access is simple to copy.
NBAAll-Star 2026200+ creators on site, a creator 3v3 cup, creators as rehearsal stand-ins1B+ combined follower reach. Earlier creator programme: 650M+ viewsLet creators play, not only film.
UnrivaledUS women's basketball, 2025High posting volume and players building their own accounts589M impressions in 11 weeks. Players gained 947K followers of their ownGrow player accounts and the league grows with them.
Saudi Pro LeagueWhatsApp channel, fantasy game, revenue share for creators who share broadcast linksFollowers up 67% in a season. WhatsApp channel: 1.4MWhatsApp is how Kerala and the Gulf diaspora talk.
Premier League × Adobe2025-26Official creator squad plus free templates and imagery fans can remixSquad includes Indian creators. 12M+ fantasy players making custom badgesGive fan pages an official asset kit so their content stays on brand.
Bundesliga2025-26Gave 20 live matches to YouTube creators for watchalongsFirst European league to do itOffer Malayalam football YouTubers watchalong or clip rights.
Baller League UKA lessonCreator managers, big early buzzSeason 1: 8 of 11 matchdays passed 1M YouTube views. Season 2: 1. Creators skipped weeksAttention needs a season-long plan. Bring creators in for the whole season.

On Instagram, collab posts outperform solo posts in every category, and smaller accounts gain the most (Emplifi, 520K posts, 2026). Every creator post SLK makes should be a collab.

The strategy

Six pillars, running from now to the final.

Pillar 1

SLK Creator Club, a season-long roster

The biggest opportunity is a roster of creators who show up every week until the final.

Club faces (6 creators)

One established Malayalam creator per club for the whole season. They cover every home match, travel to one away match, and get access fans can't: the dressing room before kick-off, the team bus, the post-match huddle. Strong fits from the audit: Imthy AD, Junais Vlogs, Wannabe Footballers, TFNB Habibi, Hazii Eats, plus new faces for Kombans, Thrissur and Calicut.

Creator of the Matchweek

Every gameweek, one bigger creator (a Verum Varsha-level name, or someone from food, comedy or family content) gets full access to one match. Borrowed from the NFL, it brings in audiences that don't follow football yet.

The network (40 to 60 micro creators)

Kerala football pages, district fan pages, meme pages, skills creators and Gulf-based Malayali creators. They get official clips and templates, a shared calendar and simple asks: react, remix, post as a collab. This is where most of the reach comes from.

What every roster creator commits to

  • A fixed number of collab reels per month, across the whole season.
  • Posting as an Instagram collab with SLK and the relevant club.
  • Basic guidelines: respect for rivals, no abuse, captions in Malayalam and English.
Pillar 2

Fan groups as official partners

The six fan groups are SLK's best value per follower. The same simple deal for each gives all six the same footing.

SLK offersThe fan group commits to
A pitch-side or tunnel slot for one filmer per matchdayTwo to three reels per home match, posted as collabs with SLK
Raw broadcast clips within an hour of full timeA mention of the next home match in every post
A block of tickets for group leaders and a named fan zoneOne sponsor moment per match
Collab credit on SLK's account for every reelBasic guidelines: no abuse, respect for rivals, bilingual captions

Red Mariners and Forca Cruz already show what's possible. The aim is to bring Ultras Malappuram, Beacons Brigade, Blue Gadies and South Coast Troopers alongside them. Scoop runs a short onboarding with each group's leaders before the next home match.

Pillar 3

Speed and Malayalam

  • Official clip drop within an hour of full time: goals, saves, shootouts, celebrations and crowd moments, shared with every roster creator and fan group. This needs sign-off from Zee5 on which clips creators can use.
  • A Malayalam-first voice, including the Manglish and meme style local pages already use. Official posts can stay bilingual. Creator posts should sound like Kerala.
  • A shared WhatsApp group for the roster, so clips, briefs and trending moments move in minutes, not days.
Pillar 4

Formats that already work, scaled up

  • Celebrity cameos, filmed by creators. SLK's best format (268K median). Every celebrity visit gets a creator with them. Club owners and their circles, like Prithviraj Sukumaran at Forca Kochi and Listin Stephen at Thrissur Magic, are the natural starting point.
  • The shootout as SLK's signature moment. Every drawn league game ends in penalties, a built-in cliffhanger. A recurring "Shootout of the Week" reel, creator reactions to every shootout, and a fan prediction game.
  • Super Ballers, season edition. It made 2.5M views in pre-season. Bring it back as a halftime or matchday-side event, with creators and fan-group members as players.
  • Creator shootout at the final. A penalty shootout between the six club-face creators before the final on 12 Dec, with fans voting on the lineup.
  • Players as personalities. Two players per club who are comfortable on camera, paired with their club's creator for a short recurring series: day in the life, dressing-room rituals, challenges with fans.
  • District rivalries. Derby weeks get a build-up: creators from both sides, friendly fan-group banter, and a joint reel after the match.
Pillar 5

Creators for interviews, tickets, ads and partners

  • Interviews: hand them to creators. Shorter, funnier, filmed on the pitch. A creator's captain interview got 55K against a 38K median.
  • Tickets: creators and fan groups mention the next home match in their own reels, where people are already watching.
  • Partnership ads: the reels that do best organically get boosted as Instagram partnership ads, run from the creator's handle. Ad money only goes behind content that has already proved itself.
  • Partners: every partner gets one recurring creator-made moment, the way Tornado by Time House owns "added time". The Player of the Match card, the fan zone, the half-time tea.
Pillar 6

Own the audience

  • An SLK WhatsApp channel, launched this week. It's where Kerala and the Gulf diaspora already are, and it gives SLK a direct line to fans. Every creator post points to it.
  • A fan asset kit: player cutouts, match graphics and Canva templates in SLK and club branding, free for anyone. Fan pages will make content either way. This keeps it on brand.
Where Scoop helps

Making every match a moment.

Scoop's job is to make each match feel like an event at the ground, and to give Kerala something to talk about the next morning. We do that by putting the right creators in the right seats, every match.

4.1 · The matchday creator squad

13 creators in the VVIP or VIP pavilion at every match, each with a job

The nano creators are the core. Ten people from the home district posting on the same night makes the match look like the thing everyone went to.

13creators per league match
~500creator visits over 30 league and 5 knockout matches
Nano10 per match
Roughly 1K to 10K followers

Paid in access first: seat, kit, player time, plus money where it applies.

Who: home-team fans from the club's own district. Local football pages, college creators, neighbourhood food and lifestyle creators.

Why: their followers trust them like friends. Highest engagement, and their audience is the crowd for the next home match.

Micro2 per match
Roughly 10K to 100K

A negotiated fee, or pay per 1,000 views.

Who: football, sports or Kerala lifestyle creators people follow for their take.

Why: strong engagement and authority in a niche. Their word carries weight with football fans.

Macro1 per match
100K and above

A negotiated fee, or pay per 1,000 views.

Who: a well-known Malayalam creator, often from outside football.

Why: broad reach. Brings in people who have never watched SLK.

Semi-finals and final

Bring back the best

  • By the knockouts, each club will have had about five home matches with a creator squad.
  • Scoop invites back the creators who did best for the teams still playing, and brings in more of them. They already know the players and fans, and their followers have watched the club's season through them.
  • Every creator has a reason to do good work all season: the best ones get the biggest matches.
  • The final gets the biggest squad of the season, drawn from both finalists.

What each creator gets

  • A seat in the VVIP or VIP pavilion.
  • Time with the players: a few minutes at warm-up or after full time for photos, a quick challenge or a short chat.
  • The creator kit, ground access and match clips.

What each creator gives

  • At least one reel and matchday stories, posted as a collab with SLK and the home club.
  • Content in Malayalam, or Malayalam and English.
  • Basic guidelines: respect for rivals, no abuse.
4.2 · The creator kit

Every creator wears the home club's colours

  • The home club's jersey, or an SLK creator edition.
  • Goodies from the club: scarf, cap, a signed item for the macro creator.
  • Products from SLK's partners where they fit.

The pavilion looks like one block of club colours on camera, creators get an unboxing post the day before, and partners are seen in content people watch.

4.3 · Access and clips

Show what TV can't

  • The view from the ground: pitch-side spots at set times, the tunnel walk, warm-ups, the stands, the shootout from behind the goal.
  • Match clips within an hour of full time, so creators react that night while people still care.

Scoop runs a WhatsApp group for each match squad so clips and briefs arrive in minutes.

4.4 · Celebrities, filmed by creators

SLK's strongest format, at every visit

Celebrity-at-the-ground reels have a median of 268K views. Imthy AD's clips of Dabzee (733K) and Asif Ali (420K) show the reach. Every celebrity visit gets a creator from the squad, and Scoop plans the moment with SLK and the club: where they meet, what they do, who films it.

4.5 · A talking point every match

One planned moment, built with the club

  • A celebrity with a creator in the pavilion.
  • Creators meeting the match-winner after full time.
  • A creator reaction to every penalty shootout.
  • A fan-group display, filmed from the stands.

The macro creator carries it wide. The ten nano creators make sure the home district is talking about it the next day.

4.6 · What Scoop does behind this

Picks the squad for every match: nano, micro and macro creators whose audience is from the home team's area, with real followers.

Negotiates every deal: access first, money where it applies, and pay per 1,000 views where it fits, so SLK pays for reach it actually gets.

Invites and briefs: one short brief per match with the planned moment, dos and don'ts, and posting times.

Runs the matchday: a Scoop person at the ground for the pavilion, player time and ground access.

Reviews content against the guidelines before it goes out.

Reports every week: what got posted, views, and which creators and formats worked. This record decides who comes back for the semi-finals and final.

Same idea elsewhere: Pro Kabaddi League's fast, regional-language creator reels helped it reach 936M video views in Season 12, and the NFL's weekly creator access made 86M+ views last season.

A matchday with Scoop
3 days outBriefThe planned moment and posting times to the squad and fan groups.
Day beforeKit dropCreators unbox the club kit and goodies.
Gates openArrivalWarm-ups, the tunnel walk, the stands, the pavilion fills.
The matchThe momentCelebrity cameos, shootouts, fan displays.
Full timeWith the playersThe squad meets the players. Clips out within the hour.
Next 24 hoursCollabs go liveEvery reel posted as a collab with SLK and the club.
Season plan

Three phases, from now to 12 Dec.

Phase 1 · Now to 9 Oct

Lock in

Roster, fan groups and the first pavilion squad ready for the next gameweek.

  • Sign the six club-face creators and the first 20 network creators.
  • Partnerships with all six fan groups.
  • First official clip drop after gameweek 2.
  • WhatsApp channel and fan asset kit live.
  • First matchday squad in the pavilion, kits ready.
Phase 2 · 10 Oct to end of league

The weekly rhythm

SLK is the local, closer, more fun league: access fans can't get elsewhere, players they can meet, and content from their own district.

  • The same matchweek plan, every week, so fans know when to look.
  • The weekly report picks the next squad from what worked.
Phase 3 · Semi-finals to 12 Dec

Knockouts and final

  • Squads built from the best-performing creators of the teams still playing, invited back for both legs of the semi-finals.
  • Final week: creator shootout, fan-vote lineup, Super Ballers finale and the biggest celebrity push of the season.
  • A season-end recap film made from creator footage.

A standard matchweek

WhenWhat
2 to 3 days beforeBuild-up: club-face creators, player personality reels, derby banter
MatchdayCreator of the Matchweek, the pavilion squad, fan-group filmers, celebrity cameos with a creator
Within 1 hour of full timeOfficial clip drop to all roster creators and fan groups
Same nightReactions, shootout reels, fan-group match reels
Next dayRecap and "Shootout of the Week". Creators and fan groups plug the next home match
What we'd measure

A weekly report, so SLK can see every number move.

Followers and total views will grow with this. These measures show whether the system is working, not just whether one reel went viral.

MeasureTodayTarget by the final
Creators hosted per matchNo set programme yet13 in the league, more in knockouts
Reels from the matchday squad per matchStarting now13+
Median views per collab reel72.3K100K+
Creators posting across the whole season125+
Fan groups posting every home match2 of 66 of 6
Share of collab views led by creators and fan groups50%65%+
Partners with a recurring content moment1Every partner
WhatsApp channelLaunchingLive, with a follower target set in week 1
What we need from SLK

Eight things to get the first squad in the pavilion.

1Pavilion seats13 VVIP or VIP seats per league match, more for the semi-finals and final.
2Player timeA few minutes with players at warm-up or after full time, agreed with each club.
3Creator kitsJerseys and goodies from each home club.
4AccessPitch-side and tunnel passes for roster creators and one filmer per fan group each matchday.
5ClipsAgreement with Zee5 on which match clips creators can post, and a way to get them out within an hour.
6Clubs and playersEach club's media person on the roster WhatsApp group, and two players per club willing to take part.
7Speed on collabsSomeone on SLK's side who accepts collab invites the same day.
8One decision-makerA single person Scoop checks in with each week.
Back to the audit