If you saw New Zealand play in the Champions trophy (they were in a different group than India), you would have observed the Amul logo on the jersey of the New Zealand players, and obviously felt proud of it.
Gujarat based dairy giant Amul, one of Asia’s largest milk brands, were the main sponsor of the New Zealand cricket team in the ICC Champions Trophy (2017) played in England.
“We, on behalf of New Zealand Cricket are very excited. We are looking towards at least a couple of months and hopefully a long term partnership with GCMMF,” said James Wear, the commercial director of New Zealand Cricket.
So why did Amul chose to sponsor the Kiwis cricket team and not the Indian cricket team?
Its because its very expensive to be the sponsor of the Indian cricket team. At a fraction of the cost, Amul can still get visibility by sponsoring other cricket teams during major cricket tournaments.
Secondly, it seems Amul is keen to become a global player. Amul already has a market in new Zealand, where they sell paneer (cottage cheese), butter, cheese, shrikhand, and other dairy products.
While Amul is the largest producer of milk in the world, most of it is consumed in India. New Zealand, also a major milk producer, manages to export it’s surplus to other markets like China and Europe, which is something Amul may want to replicate too.
Gujarat Co-operative Milk Marketing Federation (GCMMF) is the apex body of all district dairy unions of Gujarat that markets brand Amul.
“Coming from a strong farming and cooperative dairy culture, the New Zealand association is a perfect fit, reflecting our quality and values,” said GCMMF spokesperson.
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