Royal Challengers Bengaluru (RCB) have onboarded The Baker’s Dozen as their official bakery partner for IPL 2026, tapping into cricket’s massive cultural reach to drive consumer engagement.
As part of the partnership, The Baker’s Dozen will introduce RCB-themed packaging across its product portfolio, featuring popular players on packs. The brand will also launch limited-edition collectible stickers inside its Protein Chips packs, spotlighting players such as Virat Kohli, Rajat Patidar, Krunal Pandya, Josh Hazlewood, and Bhuvneshwar Kumar.
These collectibles will follow a tiered release format, with each pack containing a sticker linked to a points-based system, encouraging fans to build and complete their collections. The approach blends fandom with gamification, creating repeat purchase behaviour while deepening brand interaction.
The collaboration reflects a broader trend of brands leveraging IPL partnerships to go beyond traditional advertising and create immersive, product-led experiences. Packaging, in particular, is emerging as a powerful touchpoint-turning everyday consumption into a fan engagement opportunity.
Aditi Handa, co-founder and head chef at The Baker’s Dozen, highlighted the natural connection between cricket and snacking, positioning the brand as a provider of both indulgent and healthier options during match moments.
Sneh Jain, co-founder, added that the partnership allows the brand to connect more deeply with RCB’s fanbase while gaining visibility during one of India’s most-watched sporting events.
Overall, the move underscores how brands are increasingly using sports collaborations and innovative packaging strategies to stay relevant and drive engagement during high-attention moments like the IPL.
