Milk Maker Amul to Sponsor Indian Contingent going to London 2012

India’s largest food products marketing organization Amul has announced today it has inked a sponsorship deal with the Indian contingent going to the London 2012 Olympic Games following the signing a MoU with the Indian Olympic Association.

The MoU was signed by Raja Randhir Singh, ampoule Secretary General, IOA and Member, International Olympic Committee and Mr. R S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (Amul) in a function presided by Prof. Vijay Kumar Malhotra, Acting President, Indian Olympic Association in presence of Shri Anil Khanna, Chairman, Finance Commission of the IOA. Amulhas become the Official Sponsor of the Indian team in the category of Dairy products.

Mr. R S Sodhi said that , “Amul is committed to strengthening the Olympic movement in India and encourage young generation from all corners of the country to take up Olympic sports. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the London 2012 Olympic Games as ‘Olympic Partner’.”

Explaining the rationale of this association, he said that milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Nutritious dairy diet comprising of milk, cheese, yogurt, butter, ghee etc. is an important part in the diets of athletes around the world. India is the largest producer of milk in the world and Amul is not only India’s but Asia’s largest milk brand. Further, he said that this association and activities around it will help in engaging the youth so that they can enjoy a healthy life and strive to become swifter, higher and stronger in their endeavours.

Amul has recently associated with sports events like Cricket World Cup and Formula 1 to engage the youth. Mr Sodhi mentioned that the Olympic Games have come to be regarded as the world’s foremost sports competition where more than 200 nations participate. Participation in Olympics is the aspiration of every athlete and with the kind of investments made by our country in this arena to select, nurture and train the best athletes, we are confident that Indian contingent will deliver the best ever performance in the London games and make our country proud.

Lauding Amul’s support to the Indian Olympic contingent, Prof VK Malhotra, acting President, IOA said that the sponsorship funds will be used for the athletes. RajaRandhir Singh, Secretary General, IOA said, “I would like to congratulate Amul for flagging off its Olympic initiative today.” 

Amul will launch a series of advertising campaigns for milk, butter, cheese, paneerand ghee to promote this association in the coming months.