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Amul bets high on sports marketing

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NEW DELHI: Amul which claims to be India’s largest food products marketing organization is all set to sponsor the Indian contingent for the upcoming Glasgow 2014 Commonwealth Games and the Asian Games to be held later this year in South Korea.

A Memorandum of Understanding in this regard was signed by Indian Olympic Association Secretary General Rajeev Mehta and Gujarat Amul Milk Marketing Federation Managing Director R S Sodhi in a function graced by Rakesh Gupta, Joint Secretary, and Anil Khanna, Treasurer, Indian Olympic Association. Amul has become the official sponsor of the Indian team in the category of dairy products.

Announcing Amul’s support for the Indian contingent to both these prestigious sporting events, Sodhi said, “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. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the XX Commonwealth Games and the XVII Asian Games.” 

Explaining the rationale of this association, he said 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.

It can be noted that Amul has associated with sports events like football, Cricket World Cup and Formula 1 to engage the youth. Sodhi mentioned that the Amul had sponsored the Indian contingent to the London Olympic Games in 2012 which was India’s most successful Olympics.

“With the kind of investments made by our country to select, nurture and train the best athletes, we are confident that Indian contingents  to the forthcoming Commonwealth and Asian Games will deliver their best ever performances and make our country proud,” said Sodhi.

Lauding Amul’s support to the Indian Olympic contingent, Mehta said “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 sports persons”.

Amul will launch a series of advertising campaigns for milk and various dairy products to promote this association in the coming months.

The XX Commonwealth Games will be held at Glasgow, Scotland from July 23 to August 3 and the XVII Asian Games scheduled to be held at Incheon, South Korea from 19 September– 4 October, 2014.

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