No Name Change For RCB: Aditya Birla Group Calls Franchise One Of India’s Strongest Sporting Brands

Mumbai: Aditya Birla Group Director Aryaman Birla has firmly denied any intention to alter the name of Royal Challengers Bengaluru (RCB), labeling it as one of India's strongest sporting brands. In response to speculation about a potential name change following the Group's entry into the franchise, Birla emphasized the team's sterling reputation and community appeal.

"We think it's a fantastic team and a fantastic franchise. Royal Challengers Bengaluru has built a fantastic brand that consumers and fans love," Birla affirmed. The Aditya Birla Group's venture into sports represents its first significant step into the sector, which Birla views as a promising asset class with far-reaching potential.

"For our group, it’s our first foray into sports. We think sports is a fantastic asset class. It’s something that we want to invest in," he stated, expressing his excitement about the Group's involvement. The Group's association with Reebok and their backing of NorthEast United FC illustrate their ambition to establish a significant presence in Indian sports and fitness.

Birla highlighted the potential for Reebok to regain its footing in the fitness and wellness space, drawing parallels to the Group's earlier association with Indian cricket. Despite the volatility in Indian football and the Indian Super League's challenges, Birla remains supportive of the Group's investment, emphasizing the importance of backing leagues and sports for future growth.

For Reebok, the partnership with NorthEast United FC transcends football, aiming to connect with consumers through the sport's emotional, cultural, and community aspects.