Amul vs Nandini: Karnataka’s KMF looks to sponsor Royal Challengers Bengaluru in IPL 2026

• Nandini brand aims to be RCB's official dairy partner for IPL 2026.
• KMF plans to use Virat Kohli and two RCB players for Nandini promotions.
• Nandini to get exclusive branding, kiosks, and digital ads during IPL 2026.

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Karnataka Milk Federation (KMF), which markets its dairy products under Nandini brand, is exploring a sponsorship tie-up with Royal Challengers Bengaluru (RCB) for Indian Premier League (IPL) 2026.

Gujarat Cooperative Milk Marketing Federation’s Amul was RCB’s sponsor last year.

Officials familiar with the development told Moneycontrol that KMF has recently floated a tender to appoint an agency with rights from IPL authorities to facilitate Nandini’s association as an official RCB partner under dairy products category.

Also, read: Karnataka's Nandini posts record sweet sales of 1,100 MT worth Rs 46 crore this festive season

“We are looking at an official partnership with RCB for IPL 2026. Tender has been floated to engage agencies that can get and execute these rights in compliance with IPL, BCCI and franchise regulations,” a senior KMF official told Moneycontrol.

KMF Managing Director B Shivaswamy told Moneycontrol, “RCB, the team that represents Karnataka in IPL, also has a strong social media following, and Virat Kohli is a popular face. We are looking to use Kohli and two other players for promotions. This will also support Nandini’s expansion in markets such as Delhi, Mumbai and Uttar Pradesh. Milk is highly nutritious, and Nandini is known for its quality.”

Amul Managing Director Jayen Mehta told Moneycontrol, “Last year, we sponsored nine teams. We will announce this season’s teams shortly.”

Karnataka government recently faced opposition criticism after Amul was allowed kiosks at 10 Bengaluru Metro stations, with BJP and JDS accusing Congress of sidelining Nandini. The government later said Nandini outlets would be set up at eight stations. Amul’s entry into the Bengaluru market with fresh dairy products had earlier sparked a political tussle ahead of the assembly 2023 polls, with Congress claiming it could hurt Karnataka’s dairy cooperative and thousands of local farmers.

Official partner status and brand rights

According to the tender documents, Nandini is looking to come on board as an ‘official partner’ of RCB for IPL 2026 (season 19), subject to contractual terms and regulatory approvals.

As part of the proposed association, Nandini plans to use the image of Virat Kohli, along with any two other RCB players nominated by the franchise, for marketing and advertising campaigns across print and digital platforms.

Also, read: Karnataka's Nandini becomes central sponsor for Indian Super League football tournament

“The partnership will allow us to use player images and RCB branding strictly to promote Nandini’s official association with the team during IPL 2026,” the official said. The rights also include the use of the RCB name, logo and trademarks on product packaging and in public relations communications during the season.

Visibility across stadiums, digital platforms

The tender states extensive visibility for the brand across RCB-owned platforms, including franchise’s official website, digital assets and sponsor panels such as outdoor marketing banners and team bus.

Also, read: MC Exclusive: Karnataka's Nandini to sponsor Scotland and Ireland cricket teams for T20 World Cup

Nandini is also planning to set up kiosks at RCB’s home matches during IPL 2026 for product promotion and on-ground sales inside the stadium. In addition, Nandini plans to use RCB logo for social media promotions on platforms such as Instagram, X and Facebook, along with outdoor branding featuring RCB players and logos, including hoardings and other outdoor media formats

The tender states that the sponsorship should offer category exclusivity, ensuring that no other brand in the milk, milk products and ice cream segments is appointed as an official RCB partner for IPL 2026. The selected agency will be responsible for procuring official sponsorship rights for Nandini brand and handling coordination and liaison activities.

Also, read: Nandini takes battle with Amul to cricket field, pitches for T20 WC team sponsorship

KMF’s growing sports marketing push

KMF has been stepping up its sports marketing efforts in recent years, having sponsored Scotland and Ireland teams during T20 Cricket World Cup, as well as Pro Kabaddi League and Indian Super League (ISL).

“Sports sponsorships give us national visibility and help position Nandini as a strong consumer brand beyond Karnataka,” the official added.

The 19th edition of the IPL is scheduled to be held between March 26 and May 31. RCB ended their long title drought in 2025, clinching their maiden IPL trophy after 18 seasons. However, it remains unclear whether Bengaluru’s M Chinnaswamy Stadium will host IPL matches in 2026 following the June 4 stampede during RCB’s victory celebrations, which claimed 11 lives. Karnataka deputy CM DK Shivakumar has said the stadium will continue to host IPL matches in the future.

Also, read: Karnataka's Nandini likely to sponsor ISL football tournament; to launch fresh dairy products in Delhi

Parallel push: airport digital advertising

Separately, KMF has also floated a tender to promote the Nandini brand through digital gantry advertising at Kempegowda International Airport, Bengaluru. The proposed campaign includes LED digital displays at both arrival and departure lanes for three months.