Dutch Reveal AMUL Cricket World Cup Sponsorship
The KNCB (Royal Netherlands Cricket Board) today announced the largest international event sponsorship deal in its history.
Founded in 1883 the Netherlands team has had a number of successes in various ICC World Events most notably its 2009 T20 International victory over England and more recently beating Bangladesh in a one off One Day International to catapult the team on to the Rankings Table.
Now it has announced its latest coup which is the 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. I would like to commend the work and diligence that has gone into this deal by our CEO Richard Cox and representatives of AMUL in this process. In the current financial climate it is heartening to note that the KNCB have attracted over half a dozen new financial partners in the last 12 months and demonstrates the health of Cricket. We look forward to partnering AMUL in the World Cup and bringing some playing successes to their brand along the way.
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.
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.”