Dutch go to WC in Amul jersey
18 Feb 2011
When the cricket team of the Netherlands,worlds dairy capital,takes to the field at the ICC World Cup 2011,it will have India's biggest milk brand by its side!!
In what is being termed at the largest international event sponsorship deal in the history of Royal Netherlands Cricket Board,Amul Butter,a brand marketed by the Rs 8,005-crore Gujarat Co-operative Milk Marketing Federation (GCMMF),will be the official sponsors for the Netherlands cricket team during the World Cup.Considered to be minnows in the world of cricket,the Dutch team will have Amul logos on their saffron T-shirts.The branding will appear on the main sleeve of the playing kit.
Since long we wanted to associate with the game which is popular among youth.By sponsoring the Netherlands team during the World Cup,we will be targeting the youth, said R S Sodhi,managing director of GCMMF,adding that it is for the first time that Amul is getting associated with the World Cup.He,however,refused to divulge the sponsorship money.
Traditionally,the Netherlands has been a leading player in the dairy industry.The Dutch Queen Beatrix had come to Anand long ago following the success of White Revolution,say GCMMF officials.