Afghanistan Cricket Board inks new Amul deal

The Afghanistan Cricket Board (ACB), Afghanistan’s governing body for cricket, has roped in Indian FMCG dairy giant Amul as its men’s team’s Principal Sponsor for the 2023 ICC Men’s Cricket World Cup. 

The partnership will see the Amul logo feature on the sleeve of the Afghanistan team’s playing jersey as well as on their training kits. 

Naseeb Khan, CEO of the Afghanistan Cricket Board, commented:

“Amul has been ACB’s commercial partner in the past and we are pleased to have them on board again for this year’s event as well. This is a positive move for the ACB & Firebird ESM and we will be looking forward to working with Amul in the future.“

Jayen Mehta, Managing Director, Amul, said:

“Sports is an important medium for Amul to connect with today’s generation. Milk is the world’s original energy drink and is consumed by all sports persons. We also celebrate the values of milk which are imbibed by today’s youth with our BeMoreMilk initiative which will feature the Afghanistan team.

“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 milk producers from Afghanistan have visited Amul. Amul also exports its milk powders and baby food to Afghanistan for the last 2 decades. We are proud to build our association with the Afghanistan Men’s Cricket Team and wish them all the best for the World Cup.“