Home Sports News Cricket RCB, AC Milan unite in PUMA-led global brand collaboration Framed as an “iconic” partnership, the initiative has been orchestrated by global sportswear company PUMA, which serves as the official kit partner for both teams. By Aashay Khandelwal May 4, 2026 WhatsApp Linkedin Facebook X Telegram RCB, AC Milan unite in PUMA-led global brand collaboration The Indian Premier League defending champions, Royal Challengers Bengaluru (RCB), have unveiled a cross-sport collaboration with the Italian football powerhouse, AC Milan , in a move that underscores the franchise’s growing ambition to position itself as a global sports brand. Framed as an “iconic” partnership, the initiative has been orchestrated by global sportswear company PUMA , which serves as the official kit partner for both teams. By leveraging its dual association, PUMA has created a unified campaign that bridges cricket and football, bringing together high-profile athletes including Virat Kohli , Rajat Patidar , Phil Salt and Christian Pulisic . The collaboration centres around a series of digital-first activations designed to capture fan engagement across markets. These include jersey exchanges and interactive crossover moments, with Pulisic donning RCB colours and engaging with cricket equipment, while RCB players reciprocated with football-based challenges. The content-led approach reflects an increasing shift towards storytelling-driven marketing within global sport. The campaign forms part of RCB’s broader “#RCBEverywhere” strategy, which seeks to extend the franchise’s identity beyond cricket and deepen its resonance with international audiences. Notably, the collaboration also taps into historical context, as AC Milan’s origins trace back to a multi-sport foundation that included both football and cricket, lending authenticity to the crossover. From a commercial standpoint, the activation highlights PUMA’s evolving strategy of maximising its global team portfolio through integrated campaigns that transcend individual sports. The partnership is expected to drive merchandise visibility, expand fan engagement and strengthen brand recall across key markets. More broadly, the collaboration reflects a wider transformation within the IPL, where leading franchises are increasingly pursuing global relevance. RCB’s alignment with AC Milan signals a clear intent to move beyond domestic success and establish itself within the global sports and entertainment landscape. Tags AC Milan Christian Pulisic Indian Premier League Indian Premier League 2026 IPL IPL 2026 Italian Serie A Lega Serie A Marketing Philip Salt Puma Rajat Patidar RCB Royal Challengers Bengaluru Serie A Serie A Enilive Virat Kohli Related Articles Punjab Kings deepen talent pipeline with Sher-E-Punjab T20 league alliance FPG Fortune Prime Global makes sports debut through AC Milan partnership Beyond the valuation: How the IPL became global sport’s next investment asset Inter and AC Milan strengthen commercial ambitions through BBVA and DHL partnerships RCB record ₹545 crore revenue amid ownership transition IPL trade sees Pant return to DC on reduced salary; Kuldeep joins LSG Load more Latest Articles Football eToro extends Premier League push with Leeds United partnership Football Tottenham Hotspur strengthen Asian commercial push with VSbet deal Media Rights VETO expands live sports portfolio with 2026 Billie Jean King Cup rights Sponsorship JAL strengthens winter sports strategy with Ski Association of Japan partnership Business News Sportradar builds prediction-market infrastructure with expanded Polymarket deal Load more
Curated by Taleb Kabbara · Source: sportsmintmedia.com