Nandini Dairy Targets IPL Sponsorship to Boost National Presence

The Karnataka Milk Federation (KMF), which markets the Nandini dairy brand, is actively seeking a sponsorship deal with the Royal Challengers Bengaluru (RCB) for the Indian Premier League (IPL) 2026 season. This is a strategic move to enhance the brand's visibility on a national scale, challenging the current dominance of Amul, which sponsored RCB in the previous season.

Nandini's proposed partnership would allow the brand to use RCB’s branding, name, and logo across various marketing channels, including print, digital, and packaging materials. This includes potential collaborations with RCB players like Virat Kohli in promotional campaigns to strengthen consumer connection.

KMF has issued a tender to appoint an agency authorized by IPL authorities to secure official partner rights for Nandini under the dairy products category. The initiative is part of KMF’s broader sports sponsorship strategy, which has included backing for teams in the T20 Cricket World Cup and other sports leagues.

Beyond traditional advertising, KMF plans to execute on-ground activations and product visibility at RCB home matches, offering dedicated kiosks for product promotion and sales inside stadiums. The sponsorship package also includes digital campaigns on platforms like Instagram and Facebook, along with extensive branding across official RCB channels.

This sponsorship effort is aimed at expanding Nandini's reach beyond its stronghold in South India to major markets such as Delhi, Mumbai, and Uttar Pradesh, directly challenging Amul's national presence.