World Cup Cricket matches to start from 19th February will showcase Amul brand The KNCB (Royal Netherlands Cricket Board) has entered into largest deal ever for an ICC World Event with AMUL, India’s largest food brand.
The branding of AMUL Butter will appear on the main sleeve of the playing kit as well as full coverage on the training apparel throughout the World Cup.
Chairman Marc Asselbergs welcomed the deal saying “I am delighted and proud that we have joined forces with AMUL for the World Cup after months of negotiations with ICC and AMUL it is fantastic news that this deal has come to fruition.
As a leading dairying nation, Netherlands has been associated with AMUL and India’s dairy cooperatives for several decades.
Gujarat Cooperative Milk Marketing Federation (GCMMF), owner of AMUL brand, is India’s largest food products marketing organisation with annual sales turnover exceeding US$ 2.2 billion. It is a cooperative dairy federation of 3 million milk producers handling 4 million MTs (Metric Tonnes) of milk annually.
AMUL is India’s market leader in dairy products and also the largest exporter of dairy products from India
R S Sodhi, MD, GCMMF said “AMUL welcomes the Netherlands team to the Indian subcontinent and wishes them well for the World Cup.”
Chief Executive Richard Cox commented “I am delighted we have been able to bring AMUL on board for the World Cup and to showcase their brand over the competition.
It is also heartening to note that 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 KNCB most notably our development programmes beyond the World Cup.