Bengaluru: RCB name will remain unchanged, says Aryaman Birla

Royal Challengers Bengaluru will not be renamed after the Aditya Birla Group’s entry into the franchise, group director Aryaman Birla said.

“That’s not happening,” Birla said. He described RCB as a “fantastic team and a fantastic franchise”, and said its name had built a strong connection with consumers and fans.

Birla said the group wanted to retain RCB’s established identity and called it one of India’s strongest sporting brands.

He described RCB as the Aditya Birla Group’s first major move into sports and said the sector was a long-term investment area with reach across households and consumers.

Birla also cited Reebok’s association with football club NorthEast United FC as part of the group’s expanding sports presence. He said companies had a responsibility to support leagues, players and sports as competitions mature over time.