- Partnering with RCB helps Nothing tap into India’s massive cricket fanbase, boosting brand awareness in one of its key markets.
- With IPL’s huge viewership, this sponsorship gives Nothing a great opportunity to connect with young, tech-savvy consumers and increase brand recall.
- Both RCB and Nothing are known for challenging the norm, making this collaboration a natural fit targeting fan experiences and deeper engagement.
Nothing partners with Royal Challengers Bengaluru (RCB) as an associate sponsor for the 2025 T20 season. It represents the London-based consumer technology company’s strategic entry into sports sponsorship with one of the most followed teams in the Indian Premier League (IPL).
Strengthening brand presence in India
The partnership with RCB is an indication of Nothing’s increasing focus on the Indian market, one of its major target areas. Through the association with a marquee T20 franchise, the company hopes to raise its brand awareness and connect with a fan base of passionate cricket followers. The logo of the brand will be displayed prominently on RCB’s team jerseys, ensuring its visibility on different promotional channels throughout the season.
Akis Evangelidis, Co-founder & India President of Nothing India, was thrilled with the partnership, saying, “Cricket is the heartbeat of India, bringing millions of people together through a shared passion and unwavering devotion to the game. At Nothing, we embody that same spirit of community and bold ambition, making our partnership with Royal Challengers Bengaluru a natural fit. As we deepen our commitment to India, we’re excited to connect with the country’s most passionate fans and be part of this incredible journey.”
A strategic move in sports marketing
Nothing’s partnership with RCB is part of a larger pattern of technology companies using sports sponsorship to increase visibility. With the huge viewership and popularity of the IPL, the tie-up gives Nothing the chance to tap into a multi-faceted consumer base. The initiative should increase the brand recall and market pull of the company, especially among youth, tech-oriented audiences.
Rajesh Menon, Royal Challengers Bengaluru Vice President and Head, welcomed the association, highlighting the convergence of RCB’s energetic fan culture and Nothing’s forward-thinking brand philosophy. He said, “We’re excited to partner with Nothing to bring cutting-edge innovation and expansion to India. This collaboration perfectly aligns with RCB’s commitment to challenge the status quos, and we look forward to elevating the fan journey with Nothing’s forward-thinking approach to connectivity.”
Final thoughts
With the 2025 T20 season looming, Nothing’s partnership with RCB highlights the growing convergence of technology and sports branding. Through this strategic partnership, the company is looking to extend its connection with Indian consumers and enhance its market presence. The tie-up will introduce new fan experiences and brand activations, which will be a win-win collaboration for Nothing and RCB.
