Myntra partners RCB for IPL to cash in on its high viewership

Fashion marketplace Myntra has partnered Royal Challengers Bangalore (RCB) for the T20 cricketing event to capitalise on the team’s fan base and the game’s high viewership amid the second wave of the pandemic. Under this partnership, the platform will create content-led brand integration and sell official merchandise of RCB for the Indian Premier League (IPL) which kicks off this week.

Myntra and RCB will co-create videos on the behind-the-scenes life of RCB players, their fashion choices and interviews with players and coaches and stream them on social media platforms.

Myntra seeks to reach 30 million people through this integration.


Harish Narayanan, CMO at Myntra, said, "Our collaboration with RCB will touch millions of fans, a number that's considered one of the highest among T20 teams, across the team's social media platforms. This is a unique association as it allows us to integrate our brand presence and engage with the audience at various levels across all leading communication channels of the franchise.”

This is the second time Myntra has partnered RCB as its official fashion partner.

Rajesh V Menon, vice president and head of RCB, said, "RCB shares the same ethos and this association helps enhance the proposition. In addition to our official partnership, we also have Myntra as our lead sponsor on our marquee digital content properties.”

Several fast moving goods consumer companies have been entering into partnerships with IPL teams and directing their marketing spend on IPL to cash in on its high viewership amid the pandemic.

With the second wave of Covid-19 infections spreading rapidly in India and restrictions imposed in several states at present, consumers are expected to remain indoors which in turn may further increase IPL’s viewership this season. Historically, cricket has been a strong platform for companies to increase visibility due to the game’s immense popularity in the country.