Proteas announce R56 million shirt sponsorship deal for World Cup

Cricket South Africa (CSA) have announced Amul as the team sponsor to the Proteas for next month’s ICC Men’s Cricket World Cup 2023 in India.

A report from The Sunday Times claimed the deal with Amul would earn CSA $3-million (about R56-million).

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PROTEAS PICK UP MASSIVE DEAL

The deal was confirmed by CSA on Friday 22 September.

Commenting on the sponsorship, CSA Chief Executive Officer Pholetsi Moseki said: “We are pleased to announce our association with Amul for the 50-over ICC Cricket World Cup. Amul is a brand that is synonymous with excellence and consistency which reflects our own commitment to playing world class cricket. 

“The partnership is a significant boost for the Proteas as they prepare to compete on the global stage, aiming to clinch the coveted World Cup trophy.” 

Mr. Jayen Mehta, Managing Director of Amul added: “Sports is an important medium for Amul to connect with today’s generation. Milk is the world’s original energy drink and is consumed by all sportspersons. We also celebrate the values of milk which are imbibed by today’s youth with our BeMoreMilk initiative which will feature the Proteas team.  

“Since Amul had associated with the South Africa team in the 2019 series, we are proud to build our association with the South Africa men’s cricket team and wish them all the best for the World Cup.” 

South Africa depart for India on Saturday, 23 September and will get their campaign underway on 07 October against Sri Lanka in Delhi.  

PROTEAS AND AMUL REUNITE

The Indian food company behind the deal has history of sponsoring the Proteas having been added to their shirts for the 2019 Tour of India.

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SPONSORSHIP ISSUES

The Proteas have run into issues regarding sponsors after a prolonged boardroom battle left CSA to face the loss of some of its biggest backers.

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It also hasn’t helped CSA or the game in South Africa that key positions within the entity that relate to sponsorship have been up in the air and subject to investigations and disputes.

In June 2020, CSA suspended its head of sales and sponsor relations Clive Eksteen.

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Accused of ‘transgressions of a serious nature’ by CSA he would later be adjudged to have been wrongfully dismissed by the organisation.

WHO ARE THE PROTEAS NEW SPONSORS AMUL

Amul are a dairy cooperative in India that many have credited with spurring the country’s so-called ‘White Revolution’ which helped make India the world’s largest producer of milk and milk products.

Founded by Indian independance activist and follower of Mahatma Ghandi Tribhuvandas Kishibhai Patel in 1946, Amul has risen to become one of the largest dairy companies in the world.

In 2019 Amul entered Rabobank’s Global Top 20 Dairy Companies list.