Adidas, a well-known manufacturer of sporting goods, is reportedly bordering on acquiring apparel sponsorship rights from the Board of Control for Cricket in India (BCCI) for the Indian cricket team.
The parent firm of Killer Jeans, Kewal Kiran Clothes Limited (KKCL), is the current rights holder. The Adidas contract is anticipated to commence in June 2023 and will go till March 2028.
Since Killer Jeans joined the team, it hasn’t been seen as the best fit to include a business with no history in cricket. The board wanted to get it right and maybe go back to the days when the Indian team’s uniforms featured a well-known sports brand, like Nike.
Killer Jeans filled in after the previous sponsor, Mobile Premier League (MPL), walked out of the agreement early. Nike had a five-year agreement with BCCI prior to the MPL collaboration, during which time they paid INR 370 crore from 2016 to 2020.
Then, MPL Sports agreed to a three-year contract from November 2020 to December 2023, but the company didn’t stick with the duration of the deal. Indian cricket couldn’t boast about having a top sports apparel brand as a stakeholder courtesy of its association with MPL and Killer.
The proverbial chip will soon be “back on the shoulder” with Adidas almost ready to join the team.