IPL franchises have been looking at initiatives and experiences to enhance fan engagement beyond the IPL season. As part of its strategy to position itself as a lifestyle brand, Royal Challengers Bangalore recently launched Hustle, a fitness and nutrition platform that offers workout videos and fitness programs featuring RCB cricketers and other fitness experts. raised.
Speaking about the strategy behind the launch of the platform, Rajesh V. Menon, Vice President and Head, Royal Challengers Bangalore (RCB) said, Business contentsays that while fan engagement is the main goal of the Hustle initiative, it also has the potential to generate revenue streams through related merchandise, events and partnerships.
“With a long-standing focus on fitness, RCB aims to advocate fitness as a permanent lifestyle choice through a holistic approach. This initiative leverages technology and fosters community engagement. , integrating gamification to unlock the full range of lifestyle benefits for RCB's extensive fan base,” he said.
“ RCB Hustle marks a transformative shift in the fitness industry and embodies the brand's commitment to innovation and wellness. It has achieved impressive momentum with over 11,000 subscribers in just four months since launch. ,” he added.
The Hustle platform includes workouts with RCB cricket icons like Virat Kohli, Faf du Plessis, AB de Villiers and more. Other notable trainers will also appear. The franchise includes his RCB Bar and Cafe in Bangalore, positioned as his social hub, in addition to other initiatives such as RCB Unbox and RCB Innovation Lab.
“The introduction of these groundbreaking IPs is part of our comprehensive business strategy to position RCB as a global lifestyle brand. From the beginning, we wanted RCB to be more than just a sports company. We envisioned it as a lifestyle brand that would resonate with people across all age groups and backgrounds. By expanding the brand into multiple areas, we aimed to cater to a wide range of fans and enthusiasts.” said Menon.
Recently, we launched RCB Dog Out where pet owners can come to the M Chinnaswamy Stadium in a designated area and enjoy RCB matches with their pets. “RCB Innovation Lab's 'Leaders Meet India' initiative reflects our commitment to contributing to transforming the Indian economy into a sports powerhouse,” he added.
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