Royal Challengers Bangalore (RCB) finally lifted the IPL trophy in 2025 after 18 long years, but the story of its creation has now taken an unexpected turn. Former team owner Vijay Mallya recently shared that he never formed RCB for the love of cricket. Instead, it was all about boosting his liquor brands, such as Royal Challenge and Kingfisher.
In a candid interview with content creator Raj Shamani, Mallya opened up about his original plans when the Indian Premier League (IPL) was being introduced. He admitted that cricket was never the real reason behind buying the team — it was purely a marketing move.
IPL was a business idea, not an emotional one, for Mallya
When IPL was in its planning phase in the BCCI, Mallya was a part of the discussions as a representative of the Karnataka State Cricket Association. He praised Lalit Modi’s presentation of the IPL format, saying it was fresh and full of marketing potential. At that time, the BCCI was burdened by a lot of bureaucracy, but Modi convinced them that the IPL could change the game.
Modi eventually reached out to Mallya and informed him that franchises were going up for bidding. The offer excited Mallya, but not as a cricket lover. What he saw was a huge platform to promote his liquor business.
Mallya planned to buy three IPL teams for brand promotion
Mallya admitted that he initially wanted to buy not one, but three IPL teams. His idea was to use each team to promote a different liquor brand. One team was to represent Kingfisher beer, and another for Royal Challenge whiskey. However, BCCI rules only allowed one team per owner.
So, Mallya had to pick one. He was excited about the auction, and when it came to bidding, he missed out on buying the Mumbai Indians franchise. He said, “I lost money in Mumbai, but it was obvious the Ambanis would get it.” Despite this, he turned out to be the highest bidder for three teams. Eventually, he selected Bangalore simply because it fit well with his Royal Challenge branding. That’s how Royal Challengers Bangalore was born.
RCB was created to push liquor sales, not cricket goals
Mallya made it clear that RCB’s foundation had nothing to do with cricketing dreams. “It was never about cricket or emotional attachment. It was a pure commercial decision to promote the Royal Challenge whiskey brand,” he said.
He added that during that time, media houses made it look like he bought RCB because he loved cricket. But in reality, it was always about making Royal Challenge a household name.
Business success: How RCB helped sell more whiskey
Mallya’s strategy worked well. He confirmed that the branding through IPL helped increase whiskey sales significantly. On top of that, the IPL franchise model itself turned out to be a money-making machine.
He said, “Lalit Modi explained how media revenues would support franchise profits. And it came true. Within ten years, franchise fees were covered. Now, every franchise earns solid profits.”
RCB deal cost $112 million, now worth billions
When asked about the actual price he paid for RCB, Mallya revealed, “I bid $112 million. That was around ₹700 crore at that time.” He added that people were shocked by the amount back then. But in hindsight, it proved to be a smart business move. Today, IPL teams are worth billions of dollars.
Everything was set in US dollars. Mallya said this was another smart move by Lalit Modi, which protected the team’s value from currency fluctuations.
Mallya lost control of RCB in 2016 due to legal issues
Mallya was the owner of United Spirits Limited (USL), which owned RCB when the team was created in 2008. The name Royal Challengers Bangalore came directly from his whiskey brand, Royal Challenge.
However, in 2016, due to his legal troubles and his exit from USL, Mallya lost all control of the RCB franchise. Since then, the team has been owned by United Spirits Limited, which is now managed by global liquor company Diageo.
Although Mallya has no formal ties with RCB anymore, he still shared his happiness on social media when RCB won the 2025 IPL trophy.
Mallya congratulated RCB and recalled old memories
After RCB’s historic win over Punjab Kings in the final, Mallya took to X (formerly Twitter) to congratulate the team. He said, “When I joined RCB, I had a dream — to bring the IPL trophy to Bangalore.”
He recalled the early days when he signed young talent like Virat Kohli and brought in global stars such as Chris Gayle and AB de Villiers. He also thanked the fans, the team, and his former colleagues for making the dream come true.
Mallya called the supporters of RCB the real winners of this championship and added that even though he is no longer involved, he remains proud of the team he once created.
RCB’s journey from brand promotion to real cricket glory
RCB’s journey from being a marketing tool to finally becoming IPL champions is quite a twist. What started as a clever business plan for a whiskey brand has now turned into one of the most beloved and successful cricket franchises.
From a team mocked for never winning a title, to finally achieving the dream in 2025, RCB’s story shows how cricket and business often go hand-in-hand in modern sports.
Disclaimer: This article is based on Vijay Mallya’s statements during an interview. The information is intended for news reporting and public awareness. It does not promote alcohol or any brand.
Sources:
Raj Shamani Interview | BCCI | IPL Archives | X (formerly Twitter)
