Cricket South Africa has announced a new partnership with the Asian brand, Amul, as an official Asian partner to the Standard Bank Proteas.
Amul is the ninth-largest dairy product producer in the world and the largest food company in India, with turnover of approximately $7 billion. The brand will feature on the back of the T20 shirt during the Proteas’ current tour of India.
“Amul shares our values,” said Kugandrie Govender, CSA Chief Commercial Officer, “and we’re grateful for this opportunity of a unique partnership that will not only offer Amul a new and exciting platform, but also strengthen the relationship between the Proteas and our fans in the sub-continent.”
In related news, Indian cement manufacturer Ambuja Cements has been announced as the official partner of the Indian team for the T20 and Test series against South Africa.
Ambuja and ACC Cement are the two brands under which international building materials firm LafargeHolcim is activating its four-year deal with the Board of Control for Cricket in India, from 2019 to 2023.
For the games against South Africa, Ambuja’s logo will be on mid-wicket pitch-mat branding, interview and press conference backdrops, and team dugouts. It will have the rights to use ‘official partner’ status in all communications and it will brand player performance awards for ‘Wall of the Match’ and ‘Best Jodi’.
LafargeHolcim was one of the three official partners for 2019-23 appointed by the BCCI in August. The other two were Sporta Technologies, which operates fantasy sports platform Dream11, and Hyundai Motor India. The deals cover rights for both international and domestic cricket.
The BCCI reported that the combined value of the new deals over the four-year period was Rs222.7 crores ($31m), which was a 72% increase on the values of equivalent deals in the previous cycle.