Lodestar UM strikes a deal; Amul now part of Cricket World Cup 2011

As a leading dairying nation, Netherlands has been associated with Amul and India's dairy cooperatives for several decades. Honoring this relationship Amul decided to sponsor their team. The Dutch team comprises of some of the leading players who will also be playing the IPL.

The KNCB (Royal Netherlands Cricket Board) today announced the largest international event sponsorship deal in its history. Considered to be minnows in the world of cricket, the Dutch team will have Amul logos on their saffron T-shirts. The branding of Amul Butter will appear on the main sleeve of the playing kit as well as get full coverage on the training apparel throughout the World Cup.

R S Sodhi, Managing Director, GCMMF said, "Amul welcomes the Netherlands team to the Indian subcontinent and wishes them well for the World Cup." Amul is India's market leader in dairy products and also the largest exporter of dairy products from India.

According to TAM, 4+CS World Cup rates an average of 2 TVRs. A logo on apparel in a position like the leading arm gets approximately 300 exposures per match which amounts to 1800 exposures with six guaranteed matches.

Dhruv Jha, Business Head-Brand Experience, Lodestar UM said, "This deal has also got Amul on the world cup platform, without mega spends. The brand will derive good mileage and visibility." The PR mileage with every pictorial presence of the player in various mediums is immeasurable.