Diageo to Sell RCB as Part of Portfolio Restructuring

Global liquor giant Diageo has announced plans to sell its stake in the Indian Premier League (IPL) franchise Royal Challengers Bengaluru (RCB).

The move comes through its subsidiary Royal Challengers Sports Private Limited (RCSPL), managed by United Spirits Limited (USL), Diageo’s Indian arm. The company aims to complete the review process by March 2026.

USL Managing Director and CEO Praveen Someshwar said RCB had been a strong and strategic brand, but no longer fits Diageo’s core business.

The sale will allow Diageo to concentrate on its alcoholic-beverage focus and unlock value from non-essential assets.

The decision follows Royal Challengers Bengaluru’s first-ever title win and reflects a broader shift among consumer-goods companies to streamline portfolios and focus on primary revenue segments.

• Diageo to divest Royal Challengers Bengaluru in strategic overhaul
• USL plans RCB sale to focus on Diageo’s core spirits business
• RCB ownership change likely as Diageo exits non-core assets

RCSPL currently manages both the men’s and women’s RCB teams, making this one of the most significant ownership transitions in Indian cricket’s franchise system.

While Diageo has not disclosed valuation details, analysts expect strong investor interest from private players, media houses, and corporate groups eager to enter the fast-growing sports sector. Experts believe bids could exceed ₹10,000 crore, depending on future IPL media rights and franchise revenues.

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With this sale, Diageo signals a sharper business focus, redirecting resources toward its premium spirits portfolio and long-term growth in India’s beverage market.