Following this new association, the brand has become the team sponsor of the national men’s squad for the ICC Men’s Cricket World Cup 2023, which will be held in India next month. As per the deal, the logo of one of the nation’s most renowned and trusted dairy brands will be featured on the Sri Lankan jersey’s leading sleeve.
Amul, India’s top food product marketing business, was formed in 1946 and has a $8 billion yearly brand turnover. In India, Amul has 79 offices for sales, 10,000 dealers, and over a million merchants.
Amul has recently been extensively involved in the sport of cricket, as the brand has collaborated with Cricket South Africa (CSA) and the Afghanistan Cricket Board (ACB) for the World Cup. These agreements demonstrate Amul’s goal of banking on the highly anticipated cricketing season in the upcoming couple of months.
SportsMint has learned that just like the CSA and Amul partnership, ITW has also brokered the association between the Indian entity and the Sri Lankan cricket board.
Not to forget, Amul had also forged partnerships with the Portuguese Football Federation and Argentine Football Association (AFA) for the FIFA World Cup Qatar 2022, and it doesn’t take much effort to figure out why the company opted to work out arrangements with these two particular nations.