Karnataka Milk Federation’s Nandini brand moves to tap cricket’s massive reach as it challenges Amul for IPL visibility.
Karnataka Milk Federation (KMF), marketer of the Nandini dairy brand, is actively exploring a high-profile sponsorship tie-up with Royal Challengers Bengaluru (RCB) for the Indian Premier League (IPL) 2026, according to a Moneycontrol-cited report. The federation has floated a tender to appoint an agency authorised by IPL authorities to secure official partner rights for Nandini under the dairy products category.
/afaqs/media/media_files/2026/01/05/nandinixrcb-2026-01-05-08-52-48.png "Dairy Duel: Nandini Eyes IPL 2026 RCB Sponsorship 3")
If finalized, this move would mark a shift in RCB’s dairy sponsorship landscape: in the previous season, Amul, India’s largest dairy cooperative brand, served as one of RCB’s sponsors. Nandini’s proposed partnership would allow it to leverage the IPL’s enormous fan base and cricket’s broad media footprint to elevate its brand recognition nationally.
According to statements attributed to KMF’s managing director, the proposed tie-up would see Nandini utilise RCB’s branding, name and logo during the IPL window across marketing channels, including print, digital and packaging materials. The strategy also includes potential use of RCB players, such as Virat Kohli and two additional team members, in promotional campaigns to strengthen consumer connection and drive demand.
Beyond traditional advertising, KMF plans to pursue on-ground activations and product visibility at RCB home matches with dedicated kiosks for product promotion and sales inside stadiums. The sponsorship package called for in the tender also outlines digital campaigns on platforms such as Instagram, X and Facebook, plus outdoor advertising and extensive branding across official RCB channels.
This marketing push forms part of KMF’s broader sports sponsorship strategy, which has included backing for Scotland and Ireland in the T20 Cricket World Cup and involvement across sports properties like the Pro Kabaddi League and Indian Super League. By tapping into IPL’s cross-demographic reach, Nandini aims to expand beyond its South Indian stronghold into major markets including Delhi, Mumbai and Uttar Pradesh — directly challenging Amul’s dominant national presence.
Source: afaqs! — https://www.afaqs.com/news/media/after-amul-nandini-explores-ipl-2026-sponsorship-tie-up-with-rcb-10971839
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