Indian brands looking to reach an Indian audience during the ongoing 2024 ICC Men’s T20 World Cup have discovered a clever and cost-effective approach.
Last year, the Board of Control for Cricket in India (BCCI) set the minimum price for lead sponsorship rights for Team India at Rs. 350 crore, or $42 million – out of reach for many brands.
So instead, Indian brands have been sponsoring other countries’ national cricket teams during this tournament, at a much lower price.
The Gujarat Milk Marketing Federation’s Amul is sponsoring the teams of Sri Lanka, South Africa, and the USA.
Karnataka Milk Federation’s (KMF) brand Nandini is backing Ireland and Scotland. Nadini secured these sponsorships for just Rs 2.5 crore ($300,000) per team.
MK Jagadish, Managing Director of KMF, states: “The World Cup serves as a significant brand-building exercise, allowing us to push our brand aggressively.”
