Indian food products organisation Amul has agreed a sponsorship deal with the Indian Olympic Association to back the country’s athletes at high-profile multi-sport events this year.
Amul will support India’s competitors at the Glasgow 2014 Commonwealth Games, which start on July 23 in Scotland, and the Asian Games in Incheon, South Korea from September 19 to October 4.
Serving as the official partner of the Indian team in the category of dairy products, the tie-up builds on a similar agreement that Amul had in place with the IOA for the London 2012 Olympic Games.
This latest deal with the IOA builds on Amul’s presence at major sporting events over recent years, including its sponsorship of the Sauber Formula One team, F1’s inaugural Indian Grand Prix and the Netherlands team at the 2011 Cricket World Cup.