New IOA Partner Amul Looking to Sponsor IPL Matches

March 5, 2012

Amul, new sponsor of India’s contingent going to the London Olympics, is considering sponsoring the Indian Premier League (IPL) cricket matches.

Amul, which last week announced its sponsorship of the Indian contingent to the London Olympics, may also 

“Since the organisers do not allow sponsors’ names on players’ jerkins etc, we could make ourselves visible through use of our logos elsewhere. We already have created a combined logo with the Indian Olympic Association (IOA)”, Mr R.S. Sodhi, Managing Director, Gujarat Cooperative Mill Marketing Federation (GCMMF), which markets dairy and food products under the Amul brand, toldBusiness Line on Monday.

Asked if Amul, India’s largest food products marketing organisation, would sponsor other games and sports, like hockey, he said it may consider sponsoring major events like the IPL.

However, Mr Sodhi said, Amul has not yet earmarked any funds for its sponsorship of the London Olympics. The decision may be taken in the next financial year starting April 1, 2012.

On February 27, Amul signed an MoU with the IOA, becoming the official sponsor of the Indian contingent in the category of dairy products. It had, in the recent past, been associated with World Cup Cricket and Formula One as well as a means to engage the youth.

Amul will soon launch a series of advertising campaigns for its dairy products to promote its association with games and sports events in the coming months.

by Ismail Uddin