NEW DELHI: Asia’s largest dairy brand, Amul will be the prime sponsor of the Afghanistan cricket team for the upcoming ICC Cricket World Cup, which will be held in England and Wales.
In a related development Tuesday, Kent RO Systems Limited announced its principal sponsorship for the Sri Lanka cricket team for the forthcoming World Cup. The move is a part of the company’s broader expansion plans in the international markets in the next few years.
“We are excited about being associated with Afghanistan Cricket for the first time and Amul is hopeful that this team, rated as the fastest growing team in International cricket, will deliver an outstanding performance in the World Cup,” Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), managing director Dr RS Sodhi, said at a media briefing here Tuesday.
The logo of the brand Amul will appear on the leading arm of Afghanistan team’s playing jerseys as well as on their training kits throughout the World Cup from May 30 to July 14, an official told Deccan Chronicle.
Underlining the significance of his Kent RO’s association with the SriLankan team, CMD Dr Mahesh Gupta said: “We are really excited to be sponsoring Sri Lanka national cricket team in World Cup. World Cup is the most popular format of the game and the highest order of agility, concentration and expert skill of the game.”
Kent has a large number of Sri Lankan consumers and has a great distribution system in Sri Lanka. This sponsorship of Sri Lankan Cricket Team will expand Kent’s presence in the Emerald Isles. The Sri Lanka team jersey with Kent logo was released by the Sri Lanka Cricket Board president Shammi Silva.
In his video message, Dr Gupta said: “Being associated with Sri Lankan Cricket Team will give a big boost to our consumers in Sri Lanka.
“Kent RO today holds 40% of the market share within the segment in India. The region offers immense potential for products such as water purifiers, especially when the brand assures uncompromised quality.”
“We have been looking to aggressively expand our business in the region and partnering with dealers and distributors is a significant step in that direction and will be exploring further prospects.”
While speaking to Essel Group owned news channel WION, Dr Sodhi said: “Amul is the main sponsor. On the arm and jersey, we will have Amul logo. It is our first sponsorship of a cricket team. We have high hopes. Let us see how it goes.”
Afghanistan Cricket Board CEO Asadullah Khan said, “This is a big moment for Afghanistan cricket and we are extremely happy that Amul will sponsor us for the World Cup. This is the first time we will play in the World Cup as a full member and the preparations are good. We hope to do well.”
Thanking Amul India and Board of Control for Cricket in India (BCCI), Khan told WION: “You know, cricket is number one sport in Afghanistan. Everyone loves cricket. It is a good sign of peace. The BCCI is helping us as well as the government. It’s a good opportunity.”
Dr Sodhi added: “Amul and Afghanistan share an old association. Khan Abdul Ghaffar Khan, popularly known as Frontier Gandhi had visited Amul in 1969 and had met Dr V. Kurien and studied the activities of our dairy cooperative.
“Subsequently several delegations of women milk producers from Afghanistan have visited Amul. Amul is a strong model of rural upliftment and women empowerment, which has been recognised by the people of Afghanistan. Amul is also exporting its milk powders and baby food to Afghanistan since last 2 decades.”
Amul is the first India-based company to sponsor the Afghanistan cricket team.
The 2019 ICC World Cup is slated to take place from May 30 to July 14.
