Vijay Mallya Spills Truth: Royal Challenge Branding Drove RCB Buy in 2008

In a revealing podcast interview Vijay Mallya, the embattled former chairman of the UB Group, disclosed the real reason behind his 2008 purchase of the Royal Challengers Bengaluru (RCB) IPL franchise for $112 million. Contrary to popular belief that his investment was driven by a passion for cricket, Mallya admitted it was a calculated move to promote his Royal Challenge whisky brand. This revelation, made shortly after RCB’s triumphant first IPL title win in 2025, has stirred conversations among fans and analysts, shedding light on the business motivations that shaped one of India’s most beloved cricket teams. 

A Marketing Masterstroke

When the Indian Premier League launched in 2008, Vijay Mallya saw a golden opportunity to leverage its massive audience to boost his UB Group’s flagship liquor brand, Royal Challenge. During the podcast, he explained that acquiring the Bengaluru franchise was less about cricket and more about embedding Royal Challenge in the public consciousness. 

Vijay Mallya Spills Truth

The strategy proved effective in RCB’s early years, as the team’s vibrant branding, star players like Anil Kumble and Jacques Kallis, and high-energy events drew significant attention to Royal Challenge. Mallya’s UB Group sponsored team activities, ensuring the brand’s logo was prominently displayed on jerseys and stadium banners. While this approach elevated Royal Challenge’s visibility, Mallya acknowledged that cricket operations took a backseat to marketing goals. 

Fan Reactions and RCB’s Evolution

Mallya’s disclosure has elicited varied responses from RCB’s devoted fanbase, particularly in the wake of the team’s 2025 IPL victory under Virat Kohli’s leadership. For some, the admission underscores Mallya’s business savvy, turning a cricket team into a marketing powerhouse. Others, however, feel a sense of betrayal, believing RCB’s emotional bond with Bengaluru was rooted in fandom rather than commerce. 

Today, RCB has transcended its commercial beginnings, becoming a symbol of resilience and loyalty for Bengaluru’s fans.