Royal Rice Capitalizes on Major League Cricket Growth

Royal leveraged its status as a premium partner of the San Francisco Unicorns and associate partner of MI New York to embed its brand into the fan experience. Throughout the season, the company hosted interactive activations in Oakland and Dallas, featuring custom merchandise giveaways and a signature challenge where attendees searched for branded cricket balls in oversized rice-themed displays. These efforts culminated in a high-traffic fan meet-up at New India Bazar in Santa Clara, where over 400 supporters interacted directly with San Francisco Unicorns players.

Abhinav Arora, President of LT Foods Americas, noted that the brand’s fourth consecutive year of involvement with the league serves as a strategic platform to celebrate South Asian culture and cuisine alongside the sport. By integrating product sampling—specifically their signature biryani—with family-oriented community events, the brand successfully bridged the gap between professional cricket and its core consumer base. This ongoing partnership reflects a broader trend of food brands securing long-term footholds in the rapidly evolving American cricket landscape.