With this agreement, the company 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.
Amul, India’s leading food product marketing firm, was founded in 1946 and has an annual brand turnover of $8 billion. Amul has 79 sales offices, 10,000 dealers, and more than a million merchants in India.
In this deal, India’s top FMCG brand and one of the country’s most iconic and trusted dairy companies’ logo will be featured on the Proteas World Cup playing kit’s leading sleeve.
The fruitful association between the two renowned entities from their respective fields have been facilitated by ITW.
CSA Chief Executive Officer, Pholetsi Moseki, said, “We are pleased to announce our association with Amul for the 50-over ICC Cricket World Cup. Amul is a brand that is synonymous with excellence and consistency which reflects our own commitment to playing world class cricket. The partnership is a significant boost for the Proteas as they prepare to compete on the global stage, aiming to clinch the coveted World Cup trophy.”
Jayen Mehta, Managing Director of Amul, said, “Sports is an important medium for Amul to connect with today’s generation. Milk is the world’s original energy drink and is consumed by all sportspersons. We also celebrate the values of milk which are imbibed by today’s youth with our BeMoreMilk initiative which will feature the Proteas team. Since Amul had associated with the South Africa team in the 2019 series, we are proud to build our association with the South Africa men’s cricket team and wish them all the best for the World Cup.”
South Africa have already arrived in India on Saturday, September 23, and will begin their campaign against Sri Lanka on October 7 in Delhi.