The Baker’s Dozen has announced its partnership with Royal Challengers Bengaluru as the official bakery and snacking partner for the 2026 season. The collaboration marks a strategic brand move aimed at tapping into cricket-led cultural moments and strengthening consumer engagement through product innovation and collectibles.
As part of the partnership, The Baker’s Dozen will roll out RCB-themed packaging across its product portfolio. The packs will feature players such as Virat Kohli, Rajat Patidar, Krunal Pandya, Josh Hazlewood and Bhuvneshwar Kumar, integrating team identity directly into everyday consumption occasions. This packaging-led visibility is designed to extend the association beyond matchdays into homes and daily routines.
A key component of the campaign is the introduction of limited-edition collectible stickers bundled within the brand’s Protein Chips range. The collectibles are structured across three tiers — Black, Silver and Gold — each carrying fixed points. Consumers receive one sticker per pack, creating a gamified experience that encourages repeat purchases and sustained engagement. The mechanic allows fans to build collections and accumulate points to unlock rewards, tapping into India’s growing interest in collectibles and fan-driven participation.
The campaign aligns with the insight that cricket consumption in India extends beyond viewing into rituals, conversations and shared experiences. By integrating snacking with matchday engagement, the brand positions itself within these cultural behaviours. The partnership leverages the scale and fan following of Royal Challengers Bengaluru to enhance reach and relevance, particularly among younger and digitally engaged audiences.
Aditi Handa, co-founder and head chef, The Baker’s Dozen, said, “After RCB’s inspiring win last season, we are delighted to be a part of their journey forward! It is no secret that cricket-watching and snacking go hand-in-hand. So, we want to ensure that fans not only enjoy the excitement on the field, but also a guilt-free snacking experience with our authentic, quality range of products. They can relish sweet indulgences like cookies and cakes or munch on protein chips, rusks, or crackers while cheering for RCB, all without the guilt of unhealthy snacking.”
Sneh Jain, co-founder, added, “With millions tuning in and stadiums packed with passionate fans, this partnership positions The Baker’s Dozen at the very heart of India’s cricket craze. Apart from more eyeballs, it also presents the brand with an opportunity to connect deeply with RCB’s vast fanbase via the limited-edition collectibles. Partnering with an iconic franchise like RCB is indeed a huge step forward for us! And as a die-hard cricket and a Virat Kohli fan myself, I couldn’t have hoped for a bigger brand collab for TBD!”
The collaboration blends licensing, packaging innovation and gamified engagement into a unified campaign. By embedding the brand within cricket culture and fan rituals, The Baker’s Dozen aims to drive both visibility and purchase frequency.
The partnership reflects a broader trend of FMCG brands leveraging sports associations to create immersive consumer experiences. Through this initiative, The Baker’s Dozen positions itself as a contemporary snacking brand aligned with evolving preferences for healthier options, while capitalising on the emotional and cultural resonance of cricket.
