London-based technology brand Nothing has announced a strategic partnership with Royal Challengers Bengaluru (RCB) as an associate sponsor for the upcoming T20 season. The rapidly growing smartphone company, which recorded an impressive 577% year-over-year growth in 2024 according to Counterpoint Research, will have its logo prominently displayed on RCB players’ trousers—strategically positioned on the left leg for right-handed batsmen and the right leg for left-handed batsmen.
“Cricket is the heartbeat of India,” said Akis Evangelidis, Nothing’s co-founder and India President. “At Nothing, we embody that same spirit of community and bold ambition, making our partnership with Royal Challengers Bengaluru a natural fit.”
RCB’s COO Rajesh Menon added: “This collaboration perfectly aligns with RCB’s commitment to challenge the status quo, and we look forward to elevating the fan journey with Nothing’s forward-thinking approach.”
The partnership highlights Nothing’s commitment to connecting with Indian youth audiences as it deepens its presence in the market. The T20 season begins March 22, with RCB’s first home match scheduled for April 2 against Gujarat Titans.
