Bengaluru. Karnataka Milk Federation (KMF), the body behind the state’s Nandini dairy brand, has opened discussions to become an official sponsor of Royal Challengers Bangalore (RCB) for the 2026 Indian Premier League (IPL) season. If talks progress, the move would replace Gujarat-based Amul’s high-profile association with RCB from the previous IPL season and mark a major push by a regional cooperative into one of India’s most visible commercial platforms.
Nandini RCB sponsorship and what KMF seeks
KMF has issued a tender to appoint an agency and is seeking formal partnership rights under BCCI and franchise rules. According to tender documents and comments attributed to senior officials, the federation wants a bundle of marketing rights that include use of images of Virat Kohli and two other franchise-nominated players in advertising, category exclusivity for milk, dairy products and ice cream, and permission to display the RCB logo and trademark on product packaging.
The federation’s managing director, B. Shivaswamy, told local media that RCB’s large social media following and the global profile of Kohli make the franchise a strategic fit for Nandini. KMF expects association with RCB to support market expansion beyond Karnataka into key urban markets such as Delhi, Mumbai and Uttar Pradesh, where growth opportunities for packaged dairy and ice cream are substantial.
Market observers note that KMF has prior experience with sports sponsorship. The cooperative has backed Scotland and Ireland cricket teams and the Pro Kabaddi League, and is now aiming to secure a more prominent foothold through the IPL, which draws significant television and digital viewership nationwide and abroad.
Commercial terms and local context
Tender specifics reportedly include a provision that precludes any other dairy or ice‑cream brand from partnering with RCB if Nandini secures the deal. KMF is also seeking rights to run LED campaigns across Bengaluru’s Kempegowda International Airport arrival and departure zones, for which it has floated a separate tender. Such airport visibility is aimed at reinforcing Nandini’s brand presence among travellers and urban consumers.
The potential deal carries local political overtones. Previously, controversy arose when Amul outlets were permitted in some Bengaluru Metro stations, prompting criticism from state political parties that accused the government of sidelining the local Nandini brand. The debate became a campaign issue during the 2023 state assembly elections. For KMF, presence on the RCB jersey or in match promotions would therefore have symbolic as well as commercial importance.
From the franchise perspective, any new sponsor arrangement will need to comply with IPL, franchise and BCCI regulations. Amul sponsored nine teams in the last cycle; KMF’s intent to lead with Nandini reflects a strategic decision to prioritise a regional brand for national exposure.
If finalised, the Nandini RCB sponsorship would be a noteworthy example of a cooperative using sport to drive brand growth, strengthen local identity and access new markets. KMF’s next steps will hinge on the outcome of the tender process and approvals from RCB and cricket authorities.
Key Takeaways:
- Karnataka Milk Federation (KMF) is negotiating a Nandini RCB sponsorship for IPL 2026, seeking official partnership rights.
- The Nandini RCB sponsorship would include use of Virat Kohli and two other players in promotions and exclusivity in dairy and ice cream categories.
- KMF plans RCB logo use on packaging and airport LED campaigns to expand Nandini beyond Karnataka into Delhi, Mumbai and Uttar Pradesh.
