Netherlands team to sport Amul logo in World Cup
16 Feb 2011
Dairy giant Amul has signed a sponsorship deal with the Netherlands cricket team for the ICC World Cup 2011, starting 19 February.
As part of the deal, the Netherlands team will sport the logo of Amul on the team jerseys and training kits throughout the World Cup.
''We were looking to associate with the game of cricket for long. World cup came as a good opportunity and it clicked,'' said RS Sodhi, managing director, Gujarat Cooperative Milk Marketing Federation, which markets the Amul brand.
Lodestar UM handled the sponsorship deal for the brand.
''This deal has also got Amul on the World Cup platform, without mega spends. The brand will derive good mileage and visibility,'' said Dhruv Jha, business head-brand experience, Lodestar UM.
As a leading dairy-food producer country, Netherlands has been associated with Amul and India's dairy cooperatives for several decades. The brand thus decided to continue the relationship by sponsoring the team.
''The level of their investment will extend not just to supporting the team but also allow us to invest in some key areas of the board, most notably our development programmes beyond the World Cup,'' said Richard Cox, chief executive, Royal Netherlands Cricket Board.
Netherlands are scheduled to play their first match against England on 22 February in Nagpur.