Nothing Joins as Associate Sponsor of Royal Challengers Bengaluru for 2025 T20 Season

Nothing, the London-based consumer technology brand, has announced its partnership with Royal Challengers Bengaluru (RCB) as an associate sponsor for the 2025 T20 season. This collaboration marks Nothing’s strategic foray into sports sponsorship, aligning with one of the most widely followed teams in the Indian Premier League (IPL).

Strengthening Nothing’s Brand Presence in India

India is one of Nothing’s key target markets, and this sponsorship further reinforces its commitment to expanding its presence in the country. By partnering with RCB, Nothing aims to leverage the immense popularity of cricket in India to enhance its brand recognition and engagement.

As part of this association, Nothing’s logo will be prominently displayed on RCB’s team jerseys, making it highly visible across various promotional and media platforms throughout the IPL season. This move is expected to strengthen Nothing’s connection with Indian consumers and help it build a stronger market presence.

Official Statement from Nothing India

Akis Evangelidis, Co-founder & India President of Nothing India, expressed his excitement about the collaboration, stating, “Cricket is the heartbeat of India, bringing millions of people together through a shared passion and unwavering devotion to the game.

At Nothing, we embody that same spirit of community and bold ambition, making our partnership with Royal Challengers Bengaluru a natural fit. As we deepen our commitment to India, we’re excited to connect with the country’s most passionate fans and be part of this incredible journey.”

A Strategic Move in Sports Marketing

Sports sponsorships have become a key marketing strategy for global technology companies, and Nothing’s partnership with RCB follows this growing trend. The IPL, with its vast audience and widespread appeal, provides an unparalleled opportunity for brands to engage with a diverse consumer base.

The association with RCB allows Nothing to connect with young, tech-savvy cricket enthusiasts, further increasing its brand recall in the Indian market. Given IPL’s reach across digital and television platforms, this move is expected to drive higher engagement and product visibility for Nothing.

RCB Welcomes Nothing’s Partnership

Rajesh Menon, Vice President and Head of Royal Challengers Bengaluru, expressed enthusiasm about the collaboration, highlighting the synergy between RCB’s passionate fan culture and Nothing’s innovative approach. He stated, “We’re excited to partner with Nothing to bring cutting-edge innovation and expansion to India. 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 to connectivity.”

The Growing Intersection of Sports and Technology

Nothing’s sponsorship of RCB is part of a larger trend where technology brands are increasingly investing in sports marketing to strengthen consumer engagement. The Indian Premier League, with its millions of viewers, presents an ideal platform for Nothing to reach its target audience effectively.

The partnership also opens doors for unique fan experiences, digital activations, and co-branded campaigns that will further enhance brand loyalty. By associating with a major IPL franchise, Nothing is set to increase its footprint in the Indian consumer electronics segment.

Expectations from the 2025 T20 Season

With the 2025 T20 season approaching, Nothing’s entry into IPL sponsorship signals a new phase in its marketing strategy. The collaboration is expected to introduce new fan engagement activities and brand activations that will benefit both RCB and Nothing.

For Nothing, the sponsorship offers a chance to integrate its brand into the everyday conversations of cricket fans, while for RCB, the association brings an innovative technology brand into its ecosystem. This mutually beneficial relationship is likely to set the stage for further expansions in the sports-tech partnership domain.

Conclusion: A Win-Win Collaboration

Nothing’s partnership with Royal Challengers Bengaluru for the 2025 T20 season underscores the increasing convergence of sports and technology branding. By associating with one of IPL’s most celebrated teams, Nothing aims to establish a deeper connection with Indian consumers and elevate its market positioning. The collaboration is expected to bring innovative brand activations, exclusive fan experiences, and a stronger market presence for Nothing in India.