Have you seen this new logo in Sri Lanka Cricket Jerseys? Who is Amul?

Amul, India's leading food product marketing company, was founded in 1946 and has since grown into a colossal entity with an impressive annual brand turnover of $8 billion. The brand boasts a substantial presence in India, with 79 sales offices, 10,000 dealers, and over a million trusted merchants. Renowned for its dairy products, Amul has extended its influence into the realm of sports sponsorships, with the ICC Men's Cricket World Cup 2023 collaboration with Sri Lanka marking the latest addition to its expanding portfolio. 

Notably, Amul is gearing up to establish its first international factory in Sri Lanka, following a request from the Sri Lankan government to assist in establishing a sustainable dairy cooperative. Amul was selected for this initiative due to its successful operations, strong branding, and extensive network. The project is now in an advanced stage, underlining Amul's commitment to global expansion. 

Currently, Amul operates more than 2,400 collection facilities across 13 Indian states and exports milk products to 50 countries.

While Amul's sports sponsorships have made a significant impact in the world of cricket, the brand's influence extends beyond the cricket pitch. They have also joined forces with other cricket boards, including Cricket South Africa (CSA) and the Afghanistan Cricket Board (ACB), for the upcoming World Cup. These strategic partnerships underscore Amul's dedication to capitalizing on the highly anticipated cricketing season ahead. Worth noting is that Amul's collaboration with the Sri Lankan cricket board was facilitated by ITW, a renowned sports marketing agency, similar to their partnership with CSA.
In addition to cricket, Amul has ventured into the world of football, proudly supporting the Indian team at the 19th Asian Games 2022 held in Hangzhou, China from September 23 to October 8, 2023. Furthermore, Amul has partnered with the Portuguese Football Federation and the Argentina Football Association (AFA) for the FIFA World Cup Qatar 2022.

Brand Visibility: Amul leverages sports events to enhance its brand visibility, reaching a vast and diverse audience. These high-profile events offer extensive exposure, reinforcing Amul's brand presence among a global viewership.

Emotional Connection: Sports sponsorship creates an emotional bond with the audience, tapping into people's strong connections with their favorite sports and athletes. Amul leverages this to create positive associations with its brand.

Promoting a Healthy Lifestyle: Amul's dairy products, such as milk, cheese, and yogurt, align with a healthy lifestyle and fitness. By sponsoring sports, Amul communicates that its products are essential for athletes' nutrition and well-being.

Community Engagement: As a cooperative owned by millions of farmers across India, Amul's sports sponsorships align with its commitment to supporting and engaging with local communities. It's a way of giving back to the society that supports its products.

Corporate Social Responsibility (CSR): Many companies engage in sports sponsorship as part of their CSR initiatives. Amul's support for sports contributes to the development of sports at various levels and promotes a healthy and active lifestyle.

Building Reputation: Sponsorship of sports events enhances Amul's reputation by showcasing its commitment to various social and cultural activities. It establishes Amul as a responsible corporate entity.

 Market Expansion: Sports sponsorship strategically allows Amul to expand its market presence by entering new markets, regions, or countries where the sponsored events have a strong following.

In conclusion, Amul's involvement in sports sponsorships, both in cricket and beyond, is a well-thought-out strategy that goes beyond mere advertising. It is a comprehensive initiative aimed at enhancing brand recognition, connecting with diverse audiences, promoting a healthy lifestyle, engaging with communities, fulfilling corporate social responsibility, building a reputable image, and expanding market reach. Through these partnerships, Amul continues to solidify its position as a beloved and responsible brand, not only in India and Sri Lanka but also on the global stage.