In a major move, leading Indian dairy company Amul has signed on as one of the principal sponsors for the United States and South Africa national cricket teams for the upcoming T20 World Cup in 2024.
The multi-year sponsorship deal will see Amul’s logo featured prominently on the jersey’s of both teams during the marquee ICC tournament, as well as in other bilateral series over the next few years.
For Amul, the decision to sponsor the American and South African sides represents a strategic push to raise their brand profile in two key overseas markets. The U.S. is already a major export destination for Amul’s range of dairy products, while the company aims to substantially increase its presence across Africa going forward.
“We are absolutely delighted to welcome Amul as a partner for our World Cup campaign and beyond,” said USA Cricket CEO Iain Higgins. “This sponsorship is a ringing endorsement of the incredible global growth of the U.S. cricket market.”
Cricket South Africa CEO Pholetsi Moseki echoed those sentiments, stating, “Amul’s backing will be hugely valuable as we gear up as a team to challenge for the T20 World Cup. It’s an iconic Indian brand making its mark on the world stage.”
The value of the sponsorship deal was not disclosed, but is believed to be one of the biggest in the history of both the USA and South African cricket teams from a non-cricket brand.
Amul Managing Director Dr. R.S Sodhi spoke of the synergies that made the tie-up attractive. “Both the USA and South Africa are priority markets for the Amul brand’s global growth. What better vehicle than to be associated with the undisputed world game of cricket.”
The 2024 T20 World Cup is scheduled to be co-hosted by the West Indies and the USA, representing a landmark moment for cricket’s rise in the American market.
