Netherlands Cricket Signs Record Sponsorship with Amul

February 14, 2011

The KNCB (Royal Netherlands Cricket Board) has signed on Amul, India’s market leader in dairy products and also its largest exporter of dairy products, for the upcoming International Cricket Council (ICC) World Cup.

Although financial terms of the deal were not disclosed, the deal is known to be the largest international event sponsorship deal in the KNCB’s history. Amul’s investment will entail more than just supporting the Dutch team and includes KNCB’s “development programmes beyond the World Cup”.

As part of the sponsorship agreement, 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.

Richard Cox, KNCB chief executive, 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. 

“Finances are tight at the moment and with ICC scrutinising all of the countries in World Cricket it is vital that we diverse our revenue streams and this deal does just that.”