Why Amul is making significant investments in international cricket teams?
This sponsorship coincides with Amul’s recent launch of fresh milk products in the US, marking its expansion into a new market.
Amul, a giant in India’s dairy industry, is making significant steps on the global stage by sponsoring international cricket teams. Recently, Amul was announced as the primary sponsor for USA Cricket in the ICC Men’s T20 World Cup 2024.
This is a groundbreaking move, as the United States is co-hosting an international cricket event for the first time. This sponsorship coincides with Amul’s recent launch of fresh milk products in the US, marking its expansion into a new market.
Beyond the USA, Amul is also backing the South African and Sri Lankan cricket teams in the tournament, showcasing its strategic approach to gaining global visibility.
“This is the first time we have launched fresh milk outside India,” states Jayen Mehta, Managing Director of Amul. Amul has partnered with the Michigan Milk Producers Association (MMPA) to break into the US market, a cooperative with over a century of experience. They are introducing various fresh milk products under the Amul brand, including Amul Gold, Amul Shakti, Amul Taaza, and Amul Slim. This strategic move is designed to boost Amul’s visibility and presence in the highly competitive US market.
The US cricket history stretches back to the 18th century, although its popularity declined due to the World Wars and other upheavals. However, in recent years, the sport has seen a revival, largely driven by immigrants from cricket-loving nations like India, Pakistan, Bangladesh, and the Caribbean. Venu Pisike, Chairman of USA Cricket, emphasizes, “After the success of the T20 Major League Cricket, launched in 2023, we saw the opportunity for cricket to grow a lot more in the US.” The co-hosting of the men’s T20 World Cup is a significant step in bringing cricket into the American mainstream, moving it beyond its traditional niche as an ‘expat sport.’
Amul has a rich history of supporting cricket. The brand has previously sponsored teams such as New Zealand and the Netherlands in various ICC events. Pisike adds, “Amul’s extensive track record of sponsoring cricket teams underscores its commitment to nurturing talent, encouraging sportsmanship, and uniting communities globally. Collaborating with esteemed brands like Amul inspires us to strive for excellence both on and off the field.”
The trend of Indian brands sponsoring international cricket teams is not limited to Amul. Karnataka Milk Federation’s (KMF) brand Nandini is sponsoring Cricket Ireland and Cricket Scotland for the T20 World Cup. KMF, which already has an important international presence, plans to launch Nandini Splash, a whey-based energy drink, in the US during the tournament. This reflects a broader strategy of Indian companies using sports sponsorship to enhance global visibility and market share.
The commercial value of cricket has skyrocketed, with the IPL valued at $11 billion as of 2024. This has prompted the ICC to expand the sport to new venues and markets. Pisike says, “Cricket in the US has been seen as an ‘expat sport’ for many decades. But co-hosting the men’s T20 World Cup is a great opportunity for us to take the sport mainstream.” The involvement of prominent brands like Amul is crucial in this effort, helping cricket to gain traction not only among expat communities but also with local Americans.
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