The Baker’s Dozen (TBD) has partnered with Royal Challengers Bengaluru (RCB) as its official bakery and snacking partner for 2026. The collaboration will see TBD roll out RCB-themed packaging across its product portfolio, along with limited-edition collectible stickers bundled with select offerings.
As part of the partnership, TBD will introduce co-branded packaging featuring RCB players across its range. The company will also include collectible stickers in its Protein Chips packs, featuring players such as Virat Kohli, Rajat Patidar, Krunal Pandya, Josh Hazlewood and Bhuvneshwar Kumar. The stickers will be issued in three tiers—Black, Silver and Gold—with each carrying fixed points. Each pack will contain one sticker, with consumers able to collect and accumulate points to win prizes.
The collaboration is positioned to tap into the heightened engagement around cricket in India, particularly the strong fan following of franchise teams such as RCB. It also aligns with the broader trend of brands leveraging sports-led associations and collectibles to drive consumer engagement.
Aditi Handa, Co-founder and Head Chef at The Baker’s Dozen, said the partnership aims to integrate snacking with the cricket-viewing experience while offering a range of products including cookies, cakes, protein chips, rusks and crackers.
Sneh Jain, Co-founder of The Baker’s Dozen, said the collaboration provides an opportunity for the brand to engage with RCB’s fanbase at scale through co-branded products and collectible-led initiatives. He added that the association marks a step forward in strengthening the brand’s presence within high-engagement cultural moments such as cricket.
