Cricket lovers often argue that the spirit of the game matters more than the scoreboard, and Royal Challengers Bangalore (RCB) might just be the best proof of that. For many years, the team became a synonym of hope and disappointment, a franchise that promised the world but often fell short of the IPL trophy. Yet somehow, it built one of the most popular, most profitable, and most loved brands in Indian sports history.
In 2025, when RCB finally got the IPL trophy after 17 long seasons, it became the crowning moment of a billion-dollar brand story. According to a 2025 report by Houlihan Lokey, IPL’s business value rose by 13% in 2025 to $18.5 billion, which is nearly INR 1.6 lakh crore. At the same time, the brand value of the league increased by 14% to nearly $4 billion, or about INR 33,000 crore.
But how did a team known for its near misses turn into a marketing and business powerhouse? In this article, we will discuss the business journey of Royal Challengers Bangalore (RCB) in detail.
How Vijay Mallya Bought the RCB Franchise?
RCB’s Branding Strategy: How a Cricket Team Turned into a Global Brand?
The Early Years: Signing Virat Kohli and Rahul Dravid
Glamour, Parties, and the Making of a Lifestyle Brand
Changing Hands: The Diageo and United Spirits Era
The Business Powerhouse: Sponsorships and Brand Value
Women’s Premier League Expansion: The RCB-W Legacy
RCB Finally Breaks the 18-Year Curse
How Vijay Mallya Bought the RCB Franchise?
In a podcast appearance, Vijay Mallya opened up about how he became the owner of the Royal Challengers Bangalore franchise back in 2008. Interestingly, Mallya revealed that he had actually bid for three IPL teams, including the Mumbai Indians, which was ultimately bought by Mukesh Ambani.
“I was very impressed with Lalit Modi’s pitch about the IPL,” Mallya shared. “He called me and said the teams were going to be auctioned. I bid for three franchises and lost Mumbai by a very small amount. Eventually, I bought RCB for $112 million, which was about INR 600–700 crore at that time, the second-highest bid of the auction.”
According to Mallya, he saw the IPL as a game-changer for Indian cricket, and he wanted RCB to reflect the vibrant, cosmopolitan spirit of Bangalore.
RCB’s Branding Strategy: How a Cricket Team Turned into a Global Brand?
Vijay Mallya’s vision for RCB was never limited to cricket. He wanted to build a lifestyle brand that matched the city’s energy, modern, glamorous, and full of flair.
“I wanted RCB to embody Bangalore’s essence; vibrant, dynamic, glamorous,” Mallya said. “That’s why I tied it to Royal Challenge, one of our top-selling liquor brands. I wanted a bold, confident identity, one that stood for excellence on and off the field.”
This branding strategy made RCB one of the most recognizable franchises in the league, even when the team wasn’t winning trophies. With Kingfisher and Royal Challenge as major sponsors, every match felt like a celebration, an event that extended far beyond the cricket ground.
The Early Years: Signing Virat Kohli and Rahul Dravid
Mallya also shared how he played a crucial role in bringing Virat Kohli into the RCB family. During the 2008 U-19 World Cup, Kohli had caught Mallya’s attention with his passion and leadership. While many expected Delhi Daredevils (now Delhi Capitals) to sign him, they instead chose Pradeep Sangwan, giving RCB the chance to grab the young talent.
“I handpicked players who could make RCB a powerhouse,” Mallya said. “My biggest pride was spotting Virat Kohli. My instinct told me he was special. Getting Rahul Dravid as our icon player was obvious; he was Bangalore’s pride. Then we brought in global stars like Jacques Kallis, Anil Kumble, and Zaheer Khan. My dream was to bring the IPL trophy to Bangalore, and I built the team for that purpose.” Eighteen years later, that dream finally came true, with Kohli still at the heart of RCB’s journey.
Glamour, Parties, and the Making of a Lifestyle Brand
RCB’s early days under Mallya were marked by glitz, glamour, and legendary after-match parties. These weren’t random indulgences; they were part of a deliberate branding strategy to make RCB the most exciting and talked-about franchise in the IPL.
“I wanted RCB to be more than just a cricket team. It was about creating a lifestyle experience,” Mallya revealed. “The after-parties, cheerleaders, fan engagement, all of it was designed to make RCB stand out. Some called it flashy, but it was strategic. Bangalore loved it, and RCB became the city’s heartbeat.”
With Kingfisher as the headline sponsor, the RCB brand quickly became synonymous with energy, entertainment, and elite cricket culture, a combination that made it one of the IPL’s most valuable franchises.
Changing Hands: The Diageo and United Spirits Era
After 2016, following Vijay Mallya’s legal troubles, the ownership of RCB shifted. United Spirits Limited (USL), the liquor giant originally co-owned by Mallya, came fully under the control of Diageo India, a subsidiary of the global beverage powerhouse Diageo PLC.
From there, the focus of RCB’s leadership shifted from extravagance to structured brand building. Under the guidance of Mahendra Kumar Sharma (Chairman) and Anand Kripalu (MD & CEO), RCB became a professionally managed sports business with a clear commercial roadmap.
USL, which owns brands like Johnnie Walker, Smirnoff, and Black & White, rebranded RCB as part of its “Royal” portfolio, aligning it with its flagship liquor brand, Royal Challenge. This gave RCB strong corporate backing and a global identity under the Diageo umbrella.
Nitin Konde
The Business Powerhouse: Sponsorships and Brand Value
In recent years, RCB has transformed into a marketing magnet. The franchise’s partnership roster features some of the biggest global and Indian brands, Qatar Airways, Happilo, KEI Wires & Cables, Hindware Homes, Jio, PUMA, boAt, Bira 91, Nippon Paint, and DNA Networks.
Each partnership isn’t just about money; it’s about co-branding synergy. PUMA and boAt, for instance, have launched exclusive RCB merchandise lines that fuel fan loyalty and online engagement.
According to CricketOne, RCB’s brand value now stands at around $117 million (INR 1,013 crore), one of the highest among IPL franchises, a demonstration of the team’s consistent visibility, player charisma, and business partnerships.
Women’s Premier League Expansion: The RCB-W Legacy
RCB has also expanded its empire to the Women’s Premier League (WPL), launching the Royal Challengers Bangalore Women (RCB-W) team. This move not only strengthened its inclusivity stance but also broadened its brand footprint across genders and markets.
With growing fan support and a young, marketable squad, RCB-W has become a key part of RCB’s modern identity, signaling that the brand’s future goes beyond men’s cricket.
RCB Finally Breaks the 18-Year Curse
After 18 years of heartbreak, grit, and unshaken fan loyalty, Royal Challengers Bengaluru (RCB) finally lifted the Indian Premier League (IPL) title in 2025. The moment came at the Narendra Modi Stadium in Ahmedabad, where RCB triumphed over Punjab Kings in a thrilling final.
For a franchise that’s always been among the most followed teams in the IPL, this victory was more than just a trophy; it was redemption. Over the years, RCB saw several cricketing legends come and go, but one man remained constant: Virat Kohli. As soon as the final ended, all eyes turned to Kohli, the man who had carried the team’s hopes for nearly two decades.
The occasion also brought back memories of Vijay Mallya, RCB’s original owner, whose flamboyant style helped shape the franchise’s identity in its early years.
Conclusion
RCB’s journey proves a powerful truth: winning isn’t the only way to build a legacy. Through visionary branding, star power, fan loyalty, and smart corporate management, the franchise turned its narrative of near misses into a story of lasting business success.
From Vijay Mallya’s audacious vision to Diageo’s disciplined execution, Royal Challengers Bangalore stands as one of India’s most valuable sports brands, a perfect blend of passion, business, and belief.
Sakshi Jadhav
FAQs
Who was the original owner of Royal Challengers Bangalore (RCB)?
Royal Challengers Bangalore (RCB) was originally owned by Vijay Mallya, who purchased the franchise in 2008 for $112 million (around INR 600–700 crore). It was the second-highest bid during the first IPL auction.
What role did Virat Kohli play in shaping RCB’s identity?
Virat Kohli joined RCB in the inaugural IPL season of 2008 and became the face of the franchise.
Which brands sponsor RCB in the IPL?
RCB’s sponsorship roster includes top global and Indian brands like Qatar Airways, PUMA, boAt, Happilo, KEI Wires & Cables, Hindware Homes, Jio, Bira 91, Nippon Paint, and DNA Networks.
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