The cricket governing body, Cricket South Africa (CSA) has signed an association with the leading Indian dairy company, Amul.
Following the pact, Amul has been named the team sponsor of the men’s team for the forthcoming ICC Men’s T20 World Cup 2024, starting in June. In addition, the branding of the dairy company will be featured on the leading sleeve of South Africa’s World Cup playing kit.
Commenting on the sponsorship, CSA Chief Executive Officer Pholetsi Moseki said, “We’re excited to announce our ongoing partnership with Amul for the upcoming T20 World Cup. Amul has been a steadfast brand that has shown us immense support since their initial collaboration with the South African team in 2019.
“As we gear up for this thrilling tournament, we look forward to further strengthening our bond with Amul and delivering unforgettable experiences to cricket fans worldwide.”
Jayen Mehta, Managing Director of Amul added, “Milk is the world’s original energy drink and is consumed by sportspersons around the world. The values of milk like being natural, honest, and authentic among many others are imbibed by today’s youth and we celebrate it them with our BeMoreMilk initiative which will feature the Proteas team.
“Amul has been associated with the South Africa team in the 2019 ODI series and 2023 ICC Cricket World Cup. We are proud to further strengthen our association with the South Africa men’s cricket team and wish them all the best for the T20 World Cup.”
Amul, owned by Gujarat Cooperative Milk Marketing Federation Limited, was founded in 1946 and is currently based in Anand, Gujarat. The entity is helmed by 3.6 million milk producers and employs 1000 people. The dairy company has been highly active in sports marketing as the team also sponsored Sri Lanka, South Africa and Afghanistan for the ICC Men’s ODI World Cup 2023.
The forthcoming T20 World Cup will kick off on June 2 at the Nassau County International Cricket Stadium in New York and the final will take place on June 29 in Barbados.
The Aiden Markram-led team will start its campaign against Sri Lanka on June 3 against Sri Lanka.