Launch of RCB’s Hustle Platform to Enhance the Brand’s Lifestyle Presence

Royal Challengers Bengaluru (RCB) is not just a cricket team; it is now positioning itself as a lifestyle brand with the launch of its fitness and nutrition platform, Hustle. This initiative aims to engage fans beyond the IPL season and offer them a holistic approach to fitness and well-being.

Rajesh V Menon, VP and Head of RCB, shared the strategy behind the launch of the platform, emphasizing that while fan engagement is a primary goal, it also presents opportunities for revenue generation through merchandise, events, and partnerships. The Hustle platform integrates technology, community participation, and gamification to provide a comprehensive lifestyle experience for RCB fans.

In just four months since its inception, RCB Hustle has garnered over 11,000 subscriptions, showcasing the significant traction it has gained among fans. The platform features workout videos with RCB cricket icons like Virat Kohli, Faf Du Plessis, and AB De Villiers, along with other renowned fitness trainers.

Apart from Hustle, RCB has introduced other initiatives like the RCB Bar and Cafe in Bengaluru, RCB Unbox, and RCB Innovation Lab, all aimed at expanding the brand into multiple verticals and positioning RCB as a global lifestyle brand. Menon highlighted the franchise’s vision of RCB as more than just a sporting entity but as a brand that resonates with people of all ages and backgrounds.

One of the recent additions to RCB’s portfolio is the RCB Dog Out, where pet owners can bring their furry friends to enjoy matches at the M Chinnaswamy stadium in a designated area. This initiative reflects RCB’s commitment to creating inclusive and engaging experiences for fans.

Furthermore, the RCB Innovation Lab’s Leaders Meet India initiative underscores the franchise’s dedication to contributing to the growth of the Indian economy as a sporting powerhouse. By introducing groundbreaking IPs and expanding into various verticals, RCB is striving to cater to different cohorts of fans and enthusiasts, solidifying its position as a lifestyle brand.

The launch of Hustle and other initiatives by RCB demonstrates the franchise’s innovative approach to fan engagement and brand building. By offering a diverse range of experiences, from fitness programs to pet-friendly match viewing areas, RCB is setting new standards for fan interaction and loyalty in the world of cricket.

As RCB continues to evolve as a lifestyle brand, fans can expect more exciting initiatives and experiences that go beyond the boundaries of traditional cricket fandom. With a focus on innovation, well-being, and community engagement, RCB is redefining what it means to be a cricket team in the modern era.