NEW DELHI: With the curtain-raiser of Indian Premier League (IPL) 2021 mere days away, brands are rushing to seal the deal with the teams in the fray. The latest to join the IPL ‘brandwagon’ is e-commerce major Myntra which has become the official fashion partner for Royal Challengers Bangalore (RCB).

As part of this association, the online retailer will create content stories with RCB through the lens of fashion, while also extending the association onto the Myntra app with various offerings.

Myntra and RCB will also create about 150 engaging videos for the die-hard fans of the game under four broad themes, which will be released on RCB's social channels. This content collaboration will allow the fashion etailer to give RCB fans a peek into the lives of their favourite cricketing icons, such as their style choices and various other preferences.

Additionally, Myntra will collaborate with RCB on five bespoke quirky fashion content pieces for their digital properties. The videos will be available across two of the key RCB’s digital properties, RCB Insider and RCB Bold Diaries, featuring ‘Mr Nags’ and various other marquee players of the team.

Myntra chief marketing officer Harish Narayanan said, "Our collaboration with RCB will touch millions of fans, a number that's considered one of the highest among T20 teams, across the team's social media platforms. This is a unique association as it allows us to integrate our brand presence and engage with the audience at various levels across all leading communication channels of the franchise. "

Royal Challengers Bangalore vice president and head Rajesh V Menon said, “In addition to our official partnership, we are glad to also have Myntra as our lead sponsor on our marquee digital content properties - RCB Insider, 12th Man TV, Bold Diaries and Game Day. This truly enhances the opportunities for bespoke brand integration, reach and engagement of the partnership."