The Karnataka Milk Federation (KMF), which markets dairy products under the Nandini brand, is exploring a sponsorship association with Royal Challengers Bengaluru (RCB) for the Indian Premier League (IPL) 2026, according to a Moneycontrol report citing people familiar with the matter.
If finalised, the move would mark a change from the previous season, when Gujarat Cooperative Milk Marketing Federation’s Amul was among RCB’s sponsors.
Tender floated for official dairy partnership
According to the report, KMF has floated a tender to appoint an agency that holds rights from IPL authorities to facilitate Nandini’s association with RCB as an official partner in the dairy products category. The appointment will be subject to approvals from the IPL, the Board of Control for Cricket in India (BCCI) and the RCB franchise.
“We are looking at an official partnership with RCB for IPL 2026. A tender has been floated to engage agencies that can secure and execute these rights in compliance with all regulations,” a senior KMF official was quoted as saying.
Virat Kohli among players under consideration
KMF managing director B Shivaswamy said the franchise’s popularity and nationwide reach made it an attractive platform for the brand. He added that the federation was also considering using Virat Kohli along with two other RCB players for promotional campaigns.
“RCB represents Karnataka in the IPL and has a strong social media following. Virat Kohli is a widely recognised face. This association will also support Nandini’s expansion in markets such as Delhi, Mumbai and Uttar Pradesh,” Shivaswamy said, adding that the brand aims to reinforce its positioning around nutrition and quality.
Amul to announce sponsorship plans separately
Amul managing director Jayen Mehta said the cooperative had sponsored nine IPL teams last season and would announce its sponsorship plans for the upcoming season in due course.
Branding rights, activations and exclusivity
Tender documents reviewed by Moneycontrol indicate that Nandini is seeking official partner status with RCB for IPL 2026, the tournament’s 19th season. The proposed association would allow the brand to use player images and RCB branding across print and digital advertising during the season.
The rights would include the use of the RCB name, logo and trademarks on product packaging, marketing material and public relations communication linked to the partnership.
The tender outlines extensive brand visibility across RCB-owned platforms, including the franchise’s website, digital assets and sponsor panels such as outdoor banners and team transport. Nandini is also planning on-ground activations, including kiosks at RCB home matches for product promotion and sales within stadium premises.
In addition, the brand plans to use the RCB logo and player imagery for social media promotions on platforms such as Instagram, X and Facebook, along with outdoor advertising formats including hoardings.
The proposed sponsorship seeks category exclusivity, ensuring that no other milk, milk products or ice cream brand is appointed as an official RCB partner for IPL 2026. The selected agency will be responsible for procuring the rights and coordinating with all stakeholders.
Sports marketing push and airport advertising
KMF has stepped up its sports marketing presence in recent years, having sponsored Scotland and Ireland during the T20 Cricket World Cup, as well as properties across the Pro Kabaddi League and the Indian Super League.
“Sports sponsorships give us national visibility and help position Nandini as a consumer brand beyond Karnataka,” the official said.
Separately, KMF has floated a tender to promote the Nandini brand through digital gantry advertising at Kempegowda International Airport in Bengaluru. The plan includes LED displays at arrival and departure lanes for a three-month period to boost brand visibility among travellers.
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