Royal Challengers Bengaluru (RCB) have announced a dynamic expansion of their partnership portfolio for the ongoing Indian Premier League (IPL) season, signalling a strategic focus on fitness, performance, and sustained brand collaborations.
The franchise has welcomed Hero Cycles, India’s leading bicycle manufacturer, as its official cycling partner, and Optimum Nutrition, a globally renowned sports nutrition brand, as its sports nutrition partner. Simultaneously, RCB reaffirmed their strong and enduring relationships with KEI Wires and Cables, continuing as principal partners, and Nippon Paint, remaining as an associate sponsor.
This announcement underscores RCB’s commitment to aligning with prominent brands across diverse sectors, amplifying their brand presence and deepening engagement with their passionate fanbase. The partnership with Hero Cycles introduces a significant emphasis on promoting fitness and an active lifestyle, aligning with the growing societal focus on health and well-being. This collaboration is expected to bring forth initiatives encouraging fans and players alike to embrace cycling as a means of staying active and healthy.
Optimum Nutrition, a trusted name in sports nutrition globally, will play a vital role in optimizing the team’s performance. Leveraging its high-quality products and nutritional expertise, Optimum Nutrition will support the RCB players in maintaining peak physical condition throughout the demanding IPL season. This partnership highlights the franchise’s dedication to providing its athletes with the best possible resources for success.
The renewal of partnerships with KEI Wires and Cables and Nippon Paint speaks volumes about the enduring value and mutual benefits derived from these collaborations. KEI Wires and Cables, a leading player in the wire and cable industry, will continue to enjoy prominent visibility on the team’s jerseys and across various team assets, reinforcing its brand association with one of the league’s most popular franchises. Nippon Paint, a leading paint manufacturer, will also maintain a significant presence within the RCB ecosystem, further solidifying its brand presence within the IPL landscape.
Rajesh V Menon, COO of Royal Challengers Bengaluru, said, “We are excited to extend our partnership with KEI Wires & Cables. KEI’s commitment to sustainability aligns perfectly with RCB’s values, particularly with our annual green match aimed at promoting environmental awareness. This collaboration will provide KEI with a valuable opportunity to connect with our large and engaged fan base, and we are confident that we can deliver significant value to KEI Wires & Cables through this partnership.”
Mr. Manoj Kakkar, Executive Director (Sales & Marketing), KEI Industries Ltd. said, “KEI has been actively involved in promoting regional sports, cricket, and their association with the T20 league goes back to 2016. This partnership with Royal Challengers Bengaluru will help brand KEI to instantly connect with the millions of viewers watching the event across India and abroad. The brand has also planned a series of fan engagement activities and meet & greet sessions for key channel partners with players during the tournament and in multiple cities.”
Mr Akshit Diviaj Gupta, Director, KEI Industries Ltd. said, “I am delighted to announce our partnership with Royal Challenges Bengaluru. We are committed towards encouraging and elevating the realm of sports in India. The lovability and fan following of RCB will help to increase KEI brand recognition across the nation. This engagement will further strengthen our relationship with the customers, and we are positive about exploring more opportunities to expand our business.”
Mr. Govind Sharma, Marcom Head of KEI Industries, “At KEI Industries, we are deeply committed to environmental stewardship and strive to leave a positive impact on the world. Our latest range of eco-friendly products underscores our dedication to sustainability and the creation of a better future for generations to come.” Mr. Sharma also highlighted that the association of KEI Industries with RCB serves as a strategic pathway for us to achieve these sustainability goals.”
These strategic alliances underscore RCB’s proactive approach to building robust and mutually beneficial relationships with leading brands, further cementing their position as a prominent and influential franchise in the IPL. The partnerships are anticipated to deliver significant value to both the team and the brands, enhancing fan engagement through collaborative initiatives and amplifying brand visibility throughout the highly anticipated IPL season.
These new and renewed partnerships join an already impressive roster of sponsors for the 2025 season, which includes Spitze, Nothing, Hangyo, Furlenco, SEIKO, PUMA, ConfirmTkt, Birla Estates, and Navi UPI, showcasing the broad appeal and commercial strength of the RCB brand.
On the field, RCB kicked off their campaign with an impressive victory over the defending champions, Kolkata Knight Riders (KKR), in a thrilling opening match. The team now looks ahead to its next challenge against Chennai Super Kings (CSK) in what promises to be a captivating southern derby. This highly anticipated clash, pitting cricketing icons Virat Kohli against MS Dhoni, is already generating significant buzz and testing the loyalties of fans across the nation.