Amul to sponsor Indian contingent for CWG, Asian Games

India’s largest food products marketing organisation Amul today announced its sponsorship of the Indian contingents to the Glasgow 2014 Commonwealth Games and Asian Games, Incheon, South Korea by signing a MoU with the Indian Olympic Association (IOA). The ‘Taste of India’ brand had earlier sponsored the Netherlands cricket team in the ICC Cricket World Cup in 2011, the Switzerland-headquartered Sauber F1 team at the inaugural Indian Grand Prix as well as the Indian contingent at the London 2012 Olympic Games.

The memorandum of understanding (MoU) for sponsoring the Commonwealth Games  was signed by Rajeev Mehta, secretary general, IOA and R S Sodhi, managing director, Gujarat Cooperative Milk Marketing Federation (GCMMF) which owns the Amul brand. “Amul has become the Official Sponsor of the Indian team in the category of dairy products,” GCMMF said in a release here.

Continuing its focus on the youth segment, the Anand-based GCMMF has been looking to associate itself with one global sporting event after another.

Explaining the rationale of this association, Sodhi said that milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Amul has embarked upon an “Eat Milk with Every Meal” campaign to highlight the importance of milk and dairy products like cheese, yogurt, butter, ghee, paneer etc  in the daily diet. India is the largest producer of milk in the world and Amul is Asia’s largest milk brand.

The 20th Commonwealth Games will be held at Glasgow, Scotland from July 23 to August 3 and the 17th Asian Games scheduled to be held at Incheon, South Korea from September 19 to October 4 this year.