Indian Premier League champions Royal Challengers Bengaluru have partnered with AC Milan in a global brand collaboration driven by PUMA, bringing cricket and football together through a multi-market campaign designed to elevate RCB’s international presence. The initiative forms part of the franchise’s wider #RCBEverywhere strategy, using cross-sport storytelling to position its identity beyond cricket and into a broader global sports ecosystem.
Cross-sport campaign connects cricket and football audiences
The collaboration centres on digital-first content spanning multiple geographies, featuring leading athletes from both teams in shared activations. Christian Pulisic appeared in Milan wearing the RCB jersey while engaging with cricket equipment, while RCB players responded with football-themed challenges from India, creating a mirrored exchange across two sporting cultures.
View this post on Instagram
Virat Kohli said in a video posted by Puma India on Instagram, “Iconic clubs do iconic collabs. Ciao.”
The campaign also includes participation from Rajat Patidar and Phil Salt, extending the crossover beyond individual star power to a broader team-level narrative.
Puma leverages dual partnerships for global brand integration
PUMA’s role as kit partner to both organisations enabled the alignment, allowing the brand to activate across its portfolio and connect audiences from cricket and European football. By placing the RCB jersey within football contexts and vice versa, the campaign amplifies merchandise visibility and strengthens cross-market recall.
The activation reflects a broader commercial shift towards integrated campaigns that transcend single-sport boundaries, using athlete-driven storytelling to engage fans across platforms and regions.
Strategic push to globalise RCB brand identity
For RCB, the collaboration represents a continuation of efforts to build an international footprint beyond the IPL. The #RCBEverywhere campaign has focused on taking the team’s identity into new environments, turning fan behaviour into a scalable global movement that extends beyond matchdays.
The involvement of AC Milan adds historical relevance to the crossover, with the Italian club’s origins rooted in a multi-sport foundation that included both football and cricket. This connection reinforces the authenticity of the collaboration while linking two sporting traditions through a shared narrative.
Expanding IPL franchise relevance beyond domestic markets
The partnership also reflects a wider trend among IPL franchises pursuing global recognition through strategic alliances and content-driven engagement. By aligning with an established European football brand, RCB is positioning itself within a larger international sports conversation, using cross-cultural moments to drive visibility across diverse audiences.
As campaigns like #RCBEverywhere continue to evolve, the integration of global clubs, athletes, and digital storytelling is expected to play a central role in shaping how IPL teams extend their influence beyond domestic competition.
