Lisbon, Portugal — June 1, 2026 — In a dazzling display of brand allegiance and sporting triumph, PUMA India has unveiled its latest campaign celebrating Royal Challengers Bengaluru’s (RCB) unprecedented back-to-back Indian Premier League (IPL) title victories. The “Quality Things Come in Pairs” initiative features cricketing legends Virat Kohli and current captain Rajat Patidar hoisting giant golden stars, symbolizing RCB’s historic double championship. This visual tribute not only marks the franchise’s dominance in Indian cricket but also solidifies PUMA’s role as a cultural architect of modern sports fandom.
The campaign launch follows RCB’s emphatic victory over Gujarat Titans in the IPL 2026 final, securing their second consecutive title in what has become a defining era for the franchise. With two IPL championships and two Women’s Premier League (WPL) titles under their belt, RCB has transformed from a passionate underdog into one of India’s most formidable sporting forces. The partnership between PUMA and RCB, now spanning over five years, has become a blueprint for how brands can amplify athletic achievement through innovative storytelling.
At the heart of the campaign is the striking visual of Kohli, Patidar, and emerging star Jacob Bhattal each cradling a golden star—each representing a championship triumph. The imagery, shared widely across social media platforms, quickly became a viral sensation among RCB’s massive global fanbase. The campaign’s tagline, “Good Things Come in Pairs,” cleverly encapsulates both the team’s recent successes and the enduring partnership between PUMA and RCB that has helped elevate the franchise to unprecedented heights.
Beyond the Stars: PUMA’s Multifaceted Celebration
PUMA’s celebration of RCB’s historic achievement extends far beyond the visual campaign. The brand has released a special limited-edition PUMA x RCB Champions Tee, designed exclusively for fans to wear their pride. Available through select PUMA retail stores and the official PUMA website, the jersey features the team’s iconic colors and championship motifs, offering supporters a tangible way to celebrate the moment.
Adding to the fan experience, PUMA shared an exclusive behind-the-scenes video showing Kohli’s lighthearted banter with Patidar and Bhattal in the locker room. The footage, which quickly went viral, offered fans an intimate glimpse into the camaraderie and joy within the champion squad. This authenticity has been a hallmark of PUMA’s approach to sports marketing, consistently bridging the gap between athletes and their supporters.
This season, PUMA India has taken its RCB partnership to new global heights through the “#RCBEverywhere” campaign. The initiative has seen the RCB jersey transcend cricket culture, appearing in unexpected yet exciting collaborations. Most notably, PUMA partnered with AC Milan to create a crossover collection featuring RCB’s signature colors, while also reuniting the franchise with longtime PUMA ambassador Usain Bolt in a series of promotional activities. These creative extensions have helped RCB’s brand reach new audiences worldwide, demonstrating how sports franchises can leverage partnerships to create cultural moments.
Building a Global Fan Community
RCB’s rise to prominence has been fueled not just by on-field success but by an unprecedented engagement with fans. The franchise now commands over 42 million followers across social media platforms, with a franchise-leading 24.4 million followers on Instagram alone. This digital dominance has made RCB the most-searched team in the IPL, reflecting its status as a global sporting phenomenon. PUMA has played a crucial role in nurturing this community through its dedicated RCB Broadcast Channel on Instagram, which offers fans exclusive content including:
- Behind-the-scenes access to training sessions and team activities
- Merchandise drops featuring limited-edition PUMA x RCB products
- Interactive giveaways and fan contests
- Exclusive interviews with players and coaching staff
This “always-on” approach has created a vibrant digital ecosystem where RCB fans can engage with their team year-round, not just during match seasons. The success of this strategy has turned RCB support into one of the most engaged fan communities in world sport, with supporters actively participating in discussions, sharing content, and driving the franchise’s global reach.
RCB’s Digital Dominance
42 million+ total social media followers across platforms
24.4 million Instagram followers (franchise-leading in IPL)
#1 most-searched IPL team on Google
5+ years PUMA-RCB partnership duration
What This Means for Indian Cricket and Sports Marketing
The PUMA x RCB collaboration serves as a case study in how sports brands can leverage athletic success to create meaningful cultural impact. By aligning with RCB’s journey from underdog to champion, PUMA has not only celebrated the team’s achievements but also helped redefine what it means to be a sports fan in the digital age. The campaign’s success demonstrates several key trends in modern sports marketing:
- Authenticity over hype: PUMA’s approach focuses on genuine celebration rather than manufactured excitement, resonating deeply with fans who value real connections to their teams.
- Cross-platform engagement: The integration of social media, merchandise, and global collaborations creates a 360-degree fan experience.
- Cultural relevance: By partnering with global brands like AC Milan and iconic figures like Usain Bolt, PUMA has positioned RCB as a cultural phenomenon beyond cricket.
- Community building: The emphasis on year-round engagement through digital channels has fostered a loyal, active fanbase that extends beyond traditional match-day experiences.
For Indian cricket specifically, RCB’s success underlines the growing importance of franchise cricket in the country’s sporting landscape. The team’s back-to-back titles have not only elevated the standard of competition in the IPL but have also demonstrated how strategic partnerships can amplify a franchise’s reach and impact. As RCB continues to build on this momentum, the PUMA collaboration will likely remain a key factor in maintaining their status as one of the league’s most dominant and beloved teams.
A Look Ahead: What’s Next for RCB and PUMA?
With the IPL 2026 season concluded on a high note, RCB will now turn their attention to preparations for the upcoming WPL season, where they will look to defend their title. The franchise’s ability to maintain success across both men’s and women’s competitions demonstrates their comprehensive approach to cricketing excellence.
PUMA, meanwhile, shows no signs of slowing down in their support of RCB. The brand has indicated plans to continue the “#RCBEverywhere” campaign through 2027, with additional collaborations and fan experiences planned. This long-term commitment reflects both parties’ shared vision of building RCB into a global sporting icon.
As for the next chapter in RCB’s story, all eyes will be on how the team continues to innovate both on and off the field. With a young core of talented players and a proven management team, the franchise appears well-positioned to maintain its dominance in Indian cricket for years to come.
— PUMA India spokesperson (as shared in campaign materials)
How Fans Can Get Involved
Fans looking to celebrate RCB’s historic achievements have several ways to engage with the PUMA campaign:
- Purchase the limited-edition PUMA x RCB Champions Tee through official PUMA retail stores or PUMA.com
- Follow PUMA’s RCB Broadcast Channel on Instagram for exclusive content and updates
- Participate in fan contests through PUMA’s social media platforms
- Share campaign content using the hashtags #PUMAxRCB and #RCBEverywhere
- Engage with RCB’s official social media accounts to stay updated on team news and events
The campaign’s success underscores how modern sports fandom has evolved beyond mere match attendance to encompass digital engagement, merchandise, and cultural participation. For RCB supporters, this represents not just a celebration of titles but a deeper connection to the team’s journey and the values that define it.
Next on the horizon: RCB’s preparations for the WPL 2027 season, with team announcements and training camp details expected to be revealed in August 2026. PUMA’s next campaign phase, including potential new merchandise drops and collaborations, will be announced in conjunction with the IPL 2027 auction in December.
We’d love to hear from our readers—how do you celebrate your favorite team’s successes? Share your thoughts in the comments below or join the conversation on our social media channels. And if you’re a RCB fan, show your support by sharing this article and using the hashtag #RCBEverywhere to spread the word about this incredible moment in sports history.