Anand Milk Union Limited (Amul) is an Indian state government-owned dairy-based cooperative society officially named the Gujarat Milk Marketing Federation and falls under the ownership of Gujarat Cooperative Milk Marketing Federation Limited, Department of Cooperation, Government of Gujarat.
Founded in 1946, Amul is the world’s largest producer of milk and milk products and has a revenue of US$6.5 billion (as of 2022) with the number of employees exceeding 3.6 million.
An organisation with a storied history, Amul has also dipped its toes in the sports market by partnering with national teams, boards, and media companies across various sports, each with its own global reach.
This article contains information about Amul’s most prominent sports sponsorship deals over the years.
Cricket USA
In May 2024, Amul agreed a partnership deal with Cricket USA, which entails it acting as the lead-arm sponsor for the US national cricket team for the 2024 ICC Men’s T20 World Cup.
Cricket South Africa
In September 2023, the Indian FMCG dairy giant became the South Africa national cricket team’s official team sponsor ahead of the ICC Men’s Cricket World Cup.
In 2024, it was announced that Amul would be the team’s lead-arm sponsor for the 2024 ICC Men’s T20 World Cup.
New Zealand Cricket Team
Ahead of the 2017 ICC Men’s Champions Trophy in England, Amul announced that it would act as the primary sponsor of the New Zealand national cricket team starting June 2017.
St. Moritz Ice Cricket
In 2018, Amul became the title sponsor of St. Moritz Ice Cricket. The two-team T20 tournament was held in the Swiss Alps had enlisted former cricket stars like Virender Sehwag and Shahid Afridi as the marquee names for its 25th edition.
Indian Premier League
Ahead of the 2023 Indian Premier League season, Amul Organic partnered with nine of its teams (except the Chennai Super Kings) to act as their official partner.
Broadcast Partner of Star Sports
For IPL 2024, Star Sports roped in Amul as a broadcast partner in March 2024.
Women’s Premier League
Amul Kool, a renowned premium beverage by Amul, joined forces with the WPL as its Official Beverage Partner in 2023. The deal is valid until 2025.
Sauber F1 Team
In October 2011, ahead of the inaugural Formula 1 Indian Grand Prix, Amul signed a sponsorship deal with Sauber F1 Team exclusively for the Indian GP.
As part of the deal, the Amul logo appeared on the Sauber rear wing, front face, and driver helmet.
Argentina and Portugal national football teams
Ahead of the 2022 FIFA World Cup, the Indian dairy giant signed a partnership deal with the Argentina and Portugal national teams as their official regional sponsor.
Indian Olympic Association | Commonwealth Games | Asian Games
Amul has partnered with Indian sportspersons through the Indian Olympic Association since the London 2012 Olympics for all Indian contingents going to the Olympics, the Commonwealth Games, and the Asian Games.
Recently, Amul sponsored both the 2021 Tokyo Games Indian Olympics team as well as the 2023 Asian Games Indian contingent.
Premier League
In December 2019, Amul signed a partnership agreement with the Premier League to become its broadcast associate sponsor in India.
Indian Super League
In the lead-up to the inaugural season of the Indian Super League in 2014, Amul joined forces with the league to become one of its official sponsors.
Afghanistan Cricket Team
In October 2023, the Afghanistan Cricket Board (ACB), Afghanistan’s governing body for cricket, roped in the Indian FMCG dairy giant as its national team’s Principal Sponsor for the 2023 ICC Men’s Cricket World Cup.
The partnership saw the Afghanistan team sporting the Amul logo on the sleeve of their playing jersey as well as on their training kits.
Cricket Ireland
Ireland’s cricket-governing body, Cricket Ireland, roped in the Indian dairy giant as the official sleeve sponsor of the Ireland men’s national cricket team for the 2022 ICC Men’s T20 World Cup.
Rupay Prime Volleyball League
Amul Kool was announced as an Associate Sponsor of the Prime Volleyball League as part of a multi-year agreement in January 2022.
Sri Lanka Cricket Team
Sri Lanka Cricket announced in September 2023 its partnership with Amul.
The deal, signed for the Sri Lanka men’s national cricket team competing at the 2023 ICC Men’s Cricket World Cup, saw the Amul logo feature on the leading sleeve of the team’s playing jersey.
Durand Cup
In 2022, the Durand Cup, the oldest football tournament in Asia, on-boarded Amul as one its associate sponsors.
Leave a Reply