Why Amul's Sponsorship of New Zealand Cricket Team for Champions Trophy Makes Sense

Amul, the renowned Indian dairy company, has made a strategic decision to sponsor the New Zealand cricket team for the 2017 ICC Champions Trophy. This move, while perhaps initially surprising, is a shrewd marketing strategy that aligns with the company's goals and the unique dynamics of the international cricket market.

The Role of Sponsorship in Marketing

Sponsoring a cricket team is a powerful tool for brands to gain visibility and enhance their brand image. Amul's sponsorship serves multiple purposes, making it a worthwhile investment for the company.

The Strategic Positioning of Amul

India is known as the largest market for cricket and consumes more of the sport than any other country in the world. As such, Amul's strategy has been to position itself in this market. However, since the Indian cricket team is often heavily favored and associated with higher costs, a natural alternative is to focus on the next most popular team. The New Zealand cricket team, while not as highly priced, still garners significant attention and global recognition.

Cross-Cultural Appeal and Brand Expansion

By sponsoring a popular international team, Amul aims to expand its brand influence beyond its domestic market. The New Zealand cricket team not only enjoys a strong fan base within the subcontinent but also has a growing following in Australia and other parts of the world. This sponsorship thus allows Amul to capture a broader audience and enhance its brand presence in these regions.

Leverage on the Global Tournament

The 2017 ICC Champions Trophy 2017 is a prestigious international cricket tournament that attracts immense attention. Despite New Zealand's matches not being the most prominent fixtures, Amul's sponsorship ensures that their brand is prominently displayed on jersey and broadcast coverage. In India, especially, where cricket fever remains at its peak, every game, even a minor one, garners significant media attention and viewership.

Maximizing Viewership and Visibility

Courtesy of the ICC Champions Trophy, the number of TRPs (Telegraph Ratings Points) for matches featuring New Zealand will be high. These games, broadcasted to a large audience, will provide Amul with numerous opportunities to engage with potential customers and build brand awareness. The jersey sponsorship will not only enhance Amul's visibility but also ensure that their brand message is transmitted to a wide and diverse audience during the tournament.

Conclusion

In conclusion, Amul's choice to sponsor the New Zealand cricket team for the 2017 ICC Champions Trophy is a strategic decision that leverages the unique characteristics of the international cricket market. By targeting a popular international team, Amul aims to expand its brand influence, capture a broader audience, and benefit from the high viewership of the tournament. This move is not only a smart marketing decision but also a testament to Amul's commitment to innovation and growth in the competitive world of product sponsorship.