In a major announcement made by the Board of Control for Cricket in India (BCCI), it was revealed that the renowned German sportswear powerhouse Adidas had entered into a new kit sponsorship agreement with the Indian national cricket team. This development marks a significant milestone in the partnership between Adidas and the Indian cricket team, though specific financial details and the duration of the contract were not disclosed.
Confirmation of Adidas by Jay Shah
Speculation regarding this highly-anticipated collaboration had been circulating in the Indian media for some time. To put an end to the rumours, BCCI Secretary Jay Shah took to Twitter to confirm the news, bringing much excitement among cricket fans and enthusiasts. This partnership signifies the beginning of a new era for the Indian cricket team’s kit sponsorship.
Transition from Nike to MPL Sports
Prior to the partnership with Adidas, the BCCI had a three-year agreement with global sportswear giant Nike, which was terminated in 2020. Subsequently, the BCCI signed a partnership with MPL Sports, the sports merchandise brand of Mobile Premier League. This move aimed to tap into the potential of sports merchandising in India and provide high-quality Indian cricket fan merchandise, including the coveted Indian cricket team jersey, to fans both domestically and globally.
However, the association between the BCCI and MPL Sports concluded earlier than expected, leading to the need for an interim sponsorship deal. The BCCI entered into an agreement with the makers of Killer Jeans, a renowned clothing brand, to fulfil the kit sponsorship requirements temporarily.
Reports suggest that the contract between the BCCI and Killer Jeans is set to expire on May 31. With the termination of this interim deal, the stage is set for the Indian cricket team to embark on a new chapter with Adidas as its kit sponsor.
The partnership with Adidas holds immense potential for both the Indian cricket team and the sportswear brand. Adidas, known for its innovative and high-quality products, will have the opportunity to showcase its expertise in providing cutting-edge cricket kits and merchandise for one of the most followed cricket teams in the world.
On the other hand, the Indian cricket team will benefit from the association with a globally recognized sportswear brand that has a strong reputation for supporting top athletes and teams across various sports. The collaboration will not only provide the team with top-notch performance-oriented kits but also contribute to enhancing the overall image and branding of the Indian cricket team.
The Indian cricket team has a massive fan base, both within the country and worldwide. The partnership with Adidas will offer fans the opportunity to purchase official team jerseys and other merchandise, allowing them to show their support and connect with the team on a deeper level. The availability of authentic and high-quality merchandise will undoubtedly enhance the fan experience and strengthen the bond between the team and its supporters.
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