RCB’s $2B sale could reshape IPL ownership, says Suhel Seth

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Royal Challengers Bengaluru (RCB), once seen as a vanity project under Vijay Mallya, is now at the centre of Indian cricket’s biggest-ever franchise sale. Diageo-owned United Spirits Limited has put RCB on the block, seeking a valuation of nearly $2 billion, with Serum Institute CEO Adar Poonawalla leading the bid.

Brand strategist Suhel Seth explained that Diageo’s exit reflects sharp focus on its core spirits business. “Owning an IPL team was never part of their long-term playbook. With valuations soaring after RCB’s maiden IPL title in 2025, now is the smartest time to divest,” Seth said in a CNBC-TV18 interview.

The appeal for buyers is obvious: RCB has one of the world’s most passionate fanbases, star power in Virat Kohli, and record-breaking social media engagement. Its brand strength makes it more than just a cricket team — it’s “cultural capital,” Seth noted.

Poonawalla’s interest, he argued, is rooted in strategic synergy. “Adar has built a personal brand around health, hope, and resilience post-Covid. Cricket mirrors these values of triumph and unity. Adding RCB would amplify his consumer presence and cultural footprint,” Seth said.

Experts caution against drastic rebranding, with Seth suggesting a co-branding approach like “Poonawalla RCB” to preserve the equity built over years.

The transaction, expected to be an outright purchase, sets a new benchmark in IPL franchise sales. While Diageo sharpens its focus, Poonawalla’s entry could signal a new era of corporate ownership in cricket — blending sport, culture, and billion-dollar valuations.