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Before Royal Challengers Bengaluru claimed its long-awaited first Indian Premier League title in 2025, the franchise had already secured something far more enduring: an emotional stranglehold on its fanbase.

For 17 seasons, the team was defined not by trophies, but by its ability to inspire belief in the face of repeated failure. On June 3, that belief was finally rewarded, as chants of “RCB” echoed through the Narendra Modi Stadium in Ahmedabad and the country's most "emotionally invested" franchise ended nearly two decades of unfulfilled promise.

At the heart of this transformation stood Virat Kohli, the face of the franchise since its inception. Holding back tears, Kohli called the win the “most emotional moment” of his storied career. “I’ve given this team my youth, my prime, everything I had - and finally, this moment is here,” he said. “I never thought it would happen. I’ve finally won the IPL.”

In 2024, RCB ranked third on the brand value leaderboard with $117 million, behind CSK ($122M) and MI ($119M). But that was without a title in hand. Now, backed by a trophy, a projected 20% YoY brand value increase, according to Qoruz.

Qoruz’s data till June 3, 2025 showed that Royal Challengers Bengaluru led the IPL social media buzz with 74.6K mentions by influencers across Instagram, X, Facebook, and YouTube, far ahead of Mumbai Indians (22.3K) and Chennai Super Kings (19.2K). RCB also recorded a massive 16.2% engagement rate, the 
highest among all teams. With the IPL final just concluded, this momentum is expected to surge even further in the coming days.

On the player front, Virat Kohli is dominating the conversation with 62.6K influencer mentions so far, followed by Shreyas Iyer (18.5K) and MS Dhoni 
(13.4K), reflecting the massive cultural weight Kohli brings to the RCB brand. In the 48 hours before the final, Qoruz recorded a sharp spike in creator-led 
content using RCB-related hashtags. Viral posts came not only from fan pages and cricket creators but also from meme pages and mainstream influencers. 
Qoruz’s virality index shows RCB topped influencer mentions across all teams during the playoff stage.

For brand strategists and cultural analysts, the victory was less about cricket and more about the culmination of a uniquely Indian emotional investment - one that marketers spend fortunes trying to replicate.

“When you have an iconic figure so deeply tied to a team, their identities begin to merge,” said Santosh Desai, Chief Executive of Futurebrands. “RCB isn’t just a cricket franchise. For millions, it’s a part of themselves.”

A Brand Built on Belief, Not Dominance

Unlike perennial champions Mumbai Indians or Chennai Super Kings, RCB’s allure was never dominance. Its value lay in vulnerability - a glamour-laced, emotionally raw underdog story that resonated across generations and geographies.

“RCB thrives on emotional equity,” said Prabhakar Tiwari, Partner at FRN Advisory. “They built a cult following with star players, a high-gloss brand strategy and a narrative of near-misses. Fans weren’t just supporting a team, they were joining a tribe.”

In cosmopolitan Bengaluru, a city teeming with migrants who often lack a unifying cultural identity, RCB became a rallying symbol. “It gave people something to belong to,” said Desai. “It created emotional cohesion in a transient city.”

Over time, that cohesion grew into cultural currency. Children who grew up watching matches at the Chinnaswamy Stadium carried their fandom into adulthood. Even in towns and rural areas, fans embraced RCB as the emotional epicenter of the IPL - loud, loyal and unapologetically dramatic.

Kohli: The Emotional Core

Much of that emotional resonance is rooted in Virat Kohli, whose long-standing association with RCB shaped not only the franchise, but his own mythology.

“Virat has been with the team through every high and low,” said Lloyd Mathias, investor and business strategist. “His loyalty wasn’t strategic. It was personal. And that’s what made the victory so visceral.”

For brands, such long-term emotional alignment is gold. “RCB and Kohli together became a single narrative,” Desai explained. “It’s like watching a story arc complete in real time.”

Kohli’s presence alongside other larger-than-life personalities - Chris Gayle, AB de Villiers, Glenn Maxwell - amplified the brand’s showmanship. Partha Sinha, Senior Business Advisor, offered a cultural lens. “Where CSK is calm, clinical and led by a monk in yellow, RCB is high-voltage drama. They don’t play cricket. They perform it." 

He added, "Kohli doesn’t just bat - he burns... For years, RCB didn’t chase trophies. They chased narrative. And heartbreak. And oddly viral Instagram reels."

<a href="https://www.storyboard18.com/advertising/from-fans-to-feeds-how-brands-celebrated-rcbs-historic-ipl-win-68650.htm">Read more: From Fans to Feeds! How brands celebrated RCB's historic IPL win</a>

As RCB clinched their first-ever IPL title in 2025, it also marked not only a sporting triumph but a branding milestone for key partner Puma, which has closely tracked the franchise’s evolution. 

Despite the conclusion of Virat Kohli’s landmark ₹110 crore endorsement deal with Puma, the former captain continues to feature in the brand’s latest campaign, RCB Shotline - likely due to prior commitments and the enduring synergy between Puma and the RCB franchise. 

Shreya Sachdev, Director-Marketing, PUMA India, told Storyboard18 that the brand’s partnership with RCB transcends cricket, rooted in a shared cultural ethos and commitment to fan-first storytelling. 

She noted that RCB stood out on Puma’s three criteria for partnerships - alignment with brand values, mutual value creation and shared positioning and praised the franchise for its willingness to innovate in content, merchandise and community building. 

As the IPL 2025 win reshapes RCB’s narrative, Puma sees the moment as validation of a long-term bet on authenticity and emotional resonance in sport marketing

From Disappointment to Differentiation

It seems RCB’s true marketing masterstroke was its ability to turn collective heartbreak into brand identity.

“RCB fans wear failure like a badge of honor,” said Tiwari. “They’re emotionally invested in the struggle - not just the result.”

That sentiment was echoed by Mayank Shah, Vice President at Parle Products. “This victory was a narrative payoff. Many fans who had tuned out have re-engaged. It’s a story of redemption - a classic brand arc.”

For brand consultants, RCB’s journey highlights a larger truth: success isn’t always measured in wins.

“A brand isn’t owned by the franchise. It’s owned in the minds of fans,” said Harish Bijoor, founder of Harish Bijoor Consults. “And, RCB has dominated mental real estate like few others.”

Still, some believe the franchise remains underleveraged. 

“RCB has been left thirsty,” said Suhel Seth, Managing Partner at Counselage India. “Diageo is underleveraging RCB,” said Seth, adding, “Had Vijay Mallya been around, you would have seen a totally different RCB right from consumer engagement to stakeholder traction.”

<a href="https://www.storyboard18.com/brand-makers/diageo-is-underleveraging-rcb-suhel-seth-on-royal-challengers-bengalurus-ipl-win-and-owners-branding-blind-spot-68786.htm">Read more: 'Diageo is underleveraging RCB': Suhel Seth on Royal Challengers Bengaluru's IPL win and owner's branding blind-spot</a>

What’s Next for RCB — and for Marketers Watching?

Now that the “Ee Sala Cup Namde” slogan has finally become “Namdu” (This year, the cup is ours), the question for brand strategists is simple: what comes after catharsis?

“There’s now an opportunity to build legacy,” said Shah. “This win changes everything - emotionally and commercially.”

Mathias believes RCB may now be the most powerful cricket brand in India, surpassing even CSK. “It appeals to youth culture, has a vibrant international following and enjoys a unique pub-and-club watching culture - particularly among global Bangaloreans in the U.S., Gulf and beyond.”

Piyush Pandey, Chief Advisor to Ogilvy India, cautioned against comparisons. “Not even Virat - and I say this with full respect - matches the brand power of Dhoni. But in the IPL, only three teams have truly transcended the sport to become cultural brands: CSK, Mumbai Indians, and RCB... What they all have in common is charismatic icons who command deep emotional loyalty.”

Brand and marketing consultant Karthik Srinivasan offered a regional analysis. “Both CSK and RCB had a headstart to build the fandom from the beginning... and both are from cinema-crazy states. Doing it for sporting superstars is not very different.”

The team’s personality remains its unique calling card. CSK is the "monk’s army". MI is the "corporate juggernaut". But RCB? "I think RCB is best defined as the ‘passionate underachievers,’” said Desai.

“Because I don’t think they were ever true underdogs. On paper, the team has always looked strong. It’s this sense of passion that comes from having consistently underachieved despite potential,” added Desai.

Now, with a trophy in hand, RCB has rewritten its story. For marketers and brand builders, it is a case study in how to turn emotion into equity and heartbreak into one of sport’s most powerful identities.

Read More:<a href="https://www.storyboard18.com/brand-makers/rcb-is-a-masterclass-in-emotional-branding-says-pumas-marketing-chief-68814.htm" rel="noopener" target="_blank">RCB is a masterclass in emotional branding, says Puma's marketing chief</a>

Business of belief: What RCB’s IPL win means for sports branding

What began as a jubilant celebration over Royal Challengers Bengaluru’s (RCB) first IPL title win in 18 years ended in tragedy on Wednesday, as stampedes at two major locations in the city left at least 11 people feared dead and several others injured.

The chaos erupted outside the M Chinnaswamy Stadium, where a felicitation event for the RCB squad was being organised by the Karnataka State Cricket Association (KSCA). Thousands had gathered to celebrate the team's victory, but overcrowding quickly spiraled out of control.

Two additional deaths were reported from the Vidhana Soudha premises, where the RCB team met with Chief Minister Siddaramaiah after landing in the city. The players had proceeded directly from the airport, and large crowds had amassed to witness the ceremony.

Disturbing visuals showed police and emergency responders carrying unconscious and injured individuals to ambulances. Many fainted amid the crush, with some metro stations in the vicinity also overwhelmed by surging crowds.

Speaking to the media, Karnataka Deputy Chief Minister DK Shivakumar acknowledged the lapses. “The crowd was uncontrollable. I apologise for the overcrowding. We had arranged over 5,000 personnel, but it was a young, vibrant crowd—we couldn’t use force on them,” he said.

Shivakumar added that the programme had to be shortened due to the overwhelming turnout. “Lakhs of people came. We ended the felicitation in 10 minutes. I have spoken to the Police Commissioner and will visit the hospital later,” he stated, urging the public to remain calm.

At Bowring Hospital, ambulances continued to bring in the injured well into the evening. Eyewitnesses said people climbed trees and stood on walls and stairways for a glimpse of the players, further complicating crowd control.

Amid mounting criticism, the Karnataka government defended its decision to cancel a planned victory parade from Vidhana Soudha to the stadium, citing security concerns. However, the damage had already been done.

Union Minister Pralhad Joshi sharply criticised the state’s handling of the event. “It’s heartbreaking to see such loss due to poor planning and mismanagement. Celebrations are welcome, but without involving emergency services and proper preparation, this was a disaster waiting to happen. Accountability must be fixed,” he posted on X (formerly Twitter).

Earlier in the day, Shivakumar welcomed the RCB team at the airport, personally greeting each player with a bouquet. He presented star batsman Virat Kohli with both the RCB and Kannada flags, a symbolic gesture that preceded the day’s tragic turn.

Authorities continue to monitor the situation, with investigations likely into the lapses in crowd management and emergency preparedness.

RCB victory celebrations marred by stampede in Bengaluru; 11 feared dead

India has two great loves - sports and Bollywood. It is a language that unites the entire country and makes such a diverse nation run through a unified feeling. The Indian sports industry is a very relatable platform for interactions, often having the capability to drive a message globally. It is no surprise, thus, that marketing through sports events is increasingly becoming popular today.

To put it clearly, imagine the billboards that you would see while driving down the highway. Go back about 30-40 years and you will hear stories about how actors like Amitabh Bachchan and Dharmendra ruled the hoardings, advertising across brands, banking on an average Indian’s adulation for Bollywood. Cut to the

[caption id="attachment_771" align="alignleft" width="365"]<img class="size-full wp-image-771" src="https://images.storyboard18.com/storyboard18/image-1.png" alt="Month In Focus" width="365" height="258" /> Month In Focus[/caption]
present, and you will find cricketers like Virat Kohli, M.S. Dhoni and the Pandya brothers splashed across realistic adverts. Not only cricket. India’s growing love for sports stars has seen eclipsing popularity for shuttlers like P.V. Sindhu and athletes like Neeraj Chopra. Sports is transcending Bollywood in many ways, giving us relatable idols who have had humble backgrounds.
Current sporting events in India are more than mere competitive events; they are more carnivalesque extravaganzas with viewers celebrating a common cause - entertainment. It draws people from all backgrounds, and this becomes a platform where a brand can successfully create a relationship with its customers. The sporting ground helps create a unique connection and following like no other. In no other modes of marketing would you be able to grab attention spans so effectively as sports. This is where sports marketing cuts the cake.

Like moths to a flame: the power of the field

The sporting ground is like a temple which can attract millions of followers, helping in the desired outcome. It is the best space for start-ups to advertise, because they get a wide visibility at an affordable price.

Startups are under severe pressure to scale, build brand awareness and drive profitability. To achieve this, it becomes very important to be visible in large-scale events that are sure to attract millions. TV and print ads do not guarantee optimum viewership always. With sporting events, punctuating breaks with your brand logo assures visibility. Sporting events simplify these and establish connect and engage with such a large audience. Be it IPLs, Kabbadi tournaments or football matches - these events draw in millions into a pool that brands may tap, create a recall, and ultimately lead to conversion.

In today’s era, sports marketing serves a variety of opportunities. Fans are enjoying matches – in the stadium, on their television sets, and now more so on-demand on their mobile handsets. Each new format has broadened the marketer’s basket.

Think long term

With celebrated sportspeople endorsing established brands to start ups across various business lines, ranging from steel, BFSI, automobiles, etc., their potential in the marketing scenario has become immense. A new and promising athlete or sports personality endorsing a startup means tapping a newer audience and also giving way to new product lines in newer geographies.

Pandemic or not, the show must go on

The sports marketing game is always evolving. A marketing manager never disrupts but engages with potential customers. So, while the mode of engagement has changed, the core remains the same.

In fact, the platforms for conversations have evolved now. Instead of pushing out advertisements, we have an opportunity to talk directly with a sports fan. Also, with athletes so active on social media, the interaction has become so much more authentic. The ground is ripe for sports marketing now. Companies, especially startups, who go about it the right way will be in a position to become leaders in their respective industries, driving engagements to conversions, and creating an indelible mark with innovative marketing disruptions.

Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our first theme is Just Sports, a special spotlight on sports marketing presented by Sports18. We bring to you stories of how marketers are harnessing the power of technology, innovation and creativity in sports to create powerful storytelling in campaigns that increase affinity and loyalty with audiences. From traditional sports platforms around cricket to emerging games and the rise of esports, we get leading voices from the marketing and sports worlds to give us sharp and fast insights into future-facing marketing practices. Also, tune in for analyses which will surface ideas and strategies that are helping brands to level up experiences and storytelling with authentic collaborations. So watch this space for Just Sports.

VIRAT KOHLI