The Sri Lankan apex cricket governing entity, Sri Lanka Cricket has inked a sponsorship agreement with India’s leading dairy company, Amul, for the upcoming ICC Men’s T20 World Cup 2024.
With this new agreement, the organisation has been named the official sponsor of the national men’s squad for the championship, which will be held in the United States and Caribbean next month.
Mr. Ashley De Silva, CEO, Sri Lanka Cricket, said, “Amul’s partnership with Sri Lanka Cricket is an excellent move, as associating with an international sports brand is definitely going to help the firm gain market growth and further enhance its brand visibility among the international audience.”
Mr. Jayen Mehta, Managing Director, Amul, commented, “Amul is a proven model for dairy development and is proud to associate with Sri Lanka also for the benefit of their small and marginal farmers. Amul has been associated with the Sri Lankan team most recently in the 2023 ICC Cricket World Cup, and we are proud to further strengthen our association with the Sri Lanka Cricket Team and wish them all the best for the T20 World Cup.”
Amul, India’s top food product marketing organisation, was established in 1946 and has an annual brand turnover of $8 billion. Amul operates 79 sales offices, 10,000 dealers, and over a million merchants in India.
Notably, this is not the first time the two sides have collaborated. During the ICC Men’s Cricket World Cup 2023, hosted in India, SLC onboarded the Indian dairy company as a team sponsor.
For the event, which will run from June 1–29, Amul also developed sponsorship ties with USA Cricket and Cricket South Africa (CSA).
On June 3, 2024, Sri Lanka will begin their World Cup campaign against South Africa in New York.