Amul has signed up as the sponsors for the Netherlands Cricket team for the upcoming ICC Cricket World Cup 2011. Lodestar UM handled the sponsorship deal for the brand. Netherlands has been associated with Amul and India's dairy cooperatives for several decades, and the brand decided to continue the relationship by sponsoring their team.
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 across various mediums is immeasurable.”
Considered to be minnows in the world of Cricket, the Dutch team will sport Amul logos on their jerseys.