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Lodestar UM Makes Amul Part Of The Cricket World Cup 2011

Helps Amul get the sponsorship of the up and coming Netherlands cricket team.

BestMediaInfo Bureau | Delhi | February 16, 2011

Lodestar UM has tied up a very interesting World Cup sponsorship deal for their client Amul. Amul is the sponsors of the up and coming Netherlands cricket team which has some very good cricketing talent.

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) has 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.


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