BigCity Promotions has unveiled FanForward, a new sports marketing platform designed to help brands convert sports-linked advertising and sponsorship investments into measurable business outcomes. The launch comes at a time when brands are significantly increasing spends around marquee sporting events such as the Indian Premier League (IPL) and the T20 World Cup, while seeking clearer returns beyond traditional reach and impression metrics.
FanForward integrates live, sports-moment-driven engagement formats with rewards and performance measurement tools. The platform enables brands to track critical outcomes including consumer engagement, sales impact, revenue contribution, and first-party data acquisition, moving beyond fragmented, standalone campaign activations.
Built for the fast-paced nature of peak sports seasons, FanForward aims to simplify execution during periods marked by compressed timelines and multiple stakeholders. By consolidating campaign execution, rewards, and measurement into a single system, the platform reduces dependency on multiple vendors and ensures faster deployment and consistent reporting.
According to BigCity Promotions, FanForward draws on nearly two decades of experience in executing cricket-linked consumer campaigns. This experience has been channelled into standardising processes and reporting structures, helping brands maintain control and clarity during high-pressure sporting calendars.
Commenting on the launch, Vikas Shah, Co-founder, BigCity Promotions, said the platform has been developed to address the realities of modern sports marketing, where high investments and intense competition for attention demand precision and accountability. He added that FanForward allows brands to transform seasonal participation into tangible business results by delivering speed, transparency, and ROI.
With FanForward, BigCity aims to redefine how brands approach sports marketing—shifting the focus from visibility alone to performance-driven engagement that delivers lasting value beyond the final whistle.
