Scapia partners RCB again, shifts focus to fan-first matchday experiences

Scapia has renewed its partnership with Royal Challengers Bengaluru (RCB) as an Official Partner for the 2026 cricket season, marking the second year of collaboration between the travel-first fintech platform and the IPL franchise. This time, the focus moves beyond visibility to building deeper fan engagement through access-led experiences.

At the centre of the campaign is “The Game is Yours,” a fan engagement initiative designed to give cricket audiences access to moments typically reserved for insiders. The campaign reflects a broader shift in sports marketing, where brands are moving from passive sponsorships to participatory experiences that bring fans closer to the action.

One of the key elements is the Scapia Royal Entourage, which offers selected winners a behind-the-scenes matchday experience. Participants get access to the team hotel before departure, travel alongside the team convoy in a dedicated entourage bus, and witness the build-up to the match from close quarters. The experience continues inside the stadium with hospitality seating, along with food and beverage access.

In addition, the campaign introduces Scapia Supershot, a competitive fan engagement activity where participants compete in teams on a live leaderboard. Rewards vary based on rankings and include match tickets, merchandise, and exclusive experiences. The structure ensures participation across tiers, widening access rather than limiting rewards to a small group.

Anil Goteti, Founder and CEO of Scapia, said the partnership builds on last year’s engagement-focused approach. “Last year, we got the chance to offer our cardholders an experience that made them feel like they were truly part of the game. The energy around it was incredible. This year, we’re looking forward to making it even more fun and electric for fans.”

From the franchise side, the collaboration aligns with a growing emphasis on fan-centric programming. Rajesh V Menon, CEO of RCB, said, “Our partnership with Scapia brings fans closer to the team and enhances the matchday experience. Initiatives like these create lasting memories and celebrate the passion that defines RCB.”

For brands, the partnership signals how sports sponsorships are evolving. Traditional logo placements and media visibility are increasingly being supplemented—or replaced—by experience-driven formats. In a cluttered sponsorship environment, access has become a key differentiator, offering something that media impressions alone cannot.

For fintech players like Scapia, this approach also serves a strategic purpose. By linking product usage to rewards and experiences, the brand creates stronger incentives for engagement and loyalty. The campaign effectively turns cricket fandom into a participation economy, where users engage not just as viewers but as active participants.

For consumers, especially younger audiences, this reflects changing expectations from brands. Fans are no longer satisfied with watching the game; they want proximity, access, and a sense of involvement. Experiences like travelling with the team convoy or accessing premium matchday moments help bridge that gap.

From a cultural standpoint, cricket continues to be one of the strongest platforms for mass engagement in India. Campaigns like this show how brands are reimagining their role—not just as sponsors of the sport, but as facilitators of fan experiences.

With “The Game is Yours,” Scapia positions itself within this shift, using access and participation to deepen its connection with cricket audiences while expanding its presence in the sports marketing ecosystem.