The defending Indian Premier League champions, Royal Challengers Bengaluru (RCB), have expanded their commercial roster ahead of the 2026 season, onboarding packaged foods brand The Baker’s Dozen as official bakery partner while extending their multi-year collaboration with fitness and performance brand Boldfit.
The twin partnerships underline the growing importance of lifestyle-driven categories within the IPL sponsorship ecosystem, as franchises increasingly work with brands seeking deeper integration into fan habits across nutrition, fitness and everyday consumption.
The Baker’s Dozen’s association marks the brand’s entry into the IPL landscape through a fan-first activation strategy designed to connect cricket viewing occasions with snacking experiences. As part of the partnership, the company will launch RCB-themed packaging across a portfolio that includes cookies, cakes, rusks, crackers and protein chips, positioning its products as matchday staples for the franchise’s large and engaged supporter base.
A central element of the campaign is a collectibles-led engagement mechanic featuring player stickers of key RCB squad members, including Virat Kohli, Rajat Patidar, Krunal Pandya, Josh Hazlewood and Bhuvneshwar Kumar.
Aditi Handa, Co-founder & Head Chef at The Baker’s Dozen, said, “After RCB’s inspiring win last season, we are delighted to be a part of their journey forward! It is no secret that cricket-watching and snacking go hand-in-hand. So, we want to ensure that fans not only enjoy the excitement on the field, but also a guilt-free snacking experience with our authentic, quality range of products. They can relish sweet indulgences like cookies and cakes or munch on protein chips, rusks, or crackers while cheering for RCB, all without the guilt of unhealthy snacking.”
Alongside the new category addition, RCB have also strengthened continuity within the performance segment through the renewal of their partnership with Boldfit, which enters its third year of association with the franchise under the Champions #TrainBold campaign platform.
The extended collaboration moves beyond traditional brand visibility into co-created product development inspired by the training routines of professional athletes. The merchandise range includes resistance bands, yoga mats, lifting belts, gym balls, towels, hydration bottles and training accessories designed to reflect high-performance preparation environments.
Fans purchasing co-branded merchandise will also have the opportunity to win player-used training equipment authenticated with official RCB memorabilia identifiers, further strengthening the link between elite performance culture and everyday fitness consumers.
Boldfit Founder Pallav Bihani said, “RCB fans have always been known for their bold energy. But boldness doesn’t stop in the stands; it’s built every day in training. This year, our partnership evolves from support to co-creation, building products with the team, for everyone who chooses to train bolder.”
The additions further diversify RCB’s commercial mix, complementing existing partnerships across financial services, fintech, mobility and construction materials categories, including associations with Navi UPI, Scapia, KT Professional and Magicrete.
The franchise has also seen a shift in ownership structure with investment from Aditya Birla Group, The Times of India Group, Bolt Ventures, and Blackstone’s perpetual private equity strategy, reflecting continued institutional confidence in the IPL’s long-term commercial value.
RCB are scheduled to begin their IPL 2026 campaign against Sunrisers Hyderabad on March 28, with the latest brand integrations reinforcing how franchises are increasingly leveraging intellectual property to create deeper consumer connections across lifestyle categories beyond traditional sponsorship visibility.
Collectively, the partnerships highlight the IPL’s growing role as a platform for brands seeking relevance within everyday fan behaviour, spanning matchday rituals, performance culture and integrated product experiences.
