CWG, Asiad to get the ‘taste of India’; dairy major Amul to sponsor India in marquee events

New Delhi: Amul, India’s well known dairy major, will sponsor the Indian contingent in the upcoming Commonwealth Games and Asian Games in Glasgow and Incheon respectively. The homegrown brand of Gujarat Cooperative Milk Marketing Federation (GCMMF) has already signed a Memorandum of Understanding (MoU) with the Indian Olympic Association (IOA) to this effect.

Amul India also sponsored India’s Olympic campaign in 2012, which turned out be country’s most successful outing in sports’ grandest spectacle.

R S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (Amul), said that the company is leveraging on the synergies of milk and sports through this partnership.

“Amul is committed to strengthening the support to sports in various forms and encourage young generation from all corners of the country to take up sports,” he said.

Amul, which has recently started its ‘Eat Milk with Every Meal’ campaign, has been investing in football, cricket and Formula 1 in the past.

Speaking on the occasion, IOA treasurer Anil Khanna said the deal is worth around Rs1 crore and would be distributed among the athletes. Talks are also going on with Amul for cash awards for medal winners.

IOA secretary general Rajeev Mehta, who signed the MoU with Anul, said that Commonwealth Games ticket worth Rs. 3 lakh would be given to the sponsors.

“This support to the Indian sports will go a long way and further strengthen the bond between Amul and IOA and leave a longer lasting impact on the sports lovers and sportspersons,” said Mehta.

Sodhi said that Amul was committed to strengthening the support to sports in various forms and encourage young generations from all corners of the country to take up sports.