The renowned German sportswear company, Adidas, has agreed to sponsor the Indian national cricket team’s new uniforms, according to a May 22 statement from the Indian Cricket Board.
Although certain financial information and the arrangement length were not made public, this move represents a key turning point for Adidas and the Indian cricket team’s relationship. The highly anticipated partnership had been the subject of persistent rumours in the Indian media before Indian Cricket Board Secretary Jay Shah announced it on Twitter.
“I’m pleased to announce @Indian Cricket Board’s partnership with @adidas as a kit sponsor,” Shah tweeted. “We are committed to growing the game of cricket and could not be more excited to partner with one of the world’s leading sportswear brands. Welcome aboard, @adidas,” he added.
‘A new frontier for Team India and sports merchandising in the country’ – Jay Shah
A new era began with the establishment of a collaboration between the Indian Cricket Board and MPL Sports, the Mobile Premier League clothing brand, after the three-year agreement between the Indian Cricket Board and the world’s largest sportswear company Nike expired in 2020.
“The partnership leads us to a new frontier for Team India and for sports merchandising in the country. We look forward to working with a young Indian brand like MPL Sports to tap the potential that this sphere holds. This partnership aims at facilitating access to high-quality Indian cricket fan merchandise, including the coveted Indian cricket team jersey for cricket fans not just in the country but globally,” Secretary Shah said at that time.
However, the Indian Cricket Board’s partnership with MPL Sports ended earlier than expected, which led to an interim sponsorship agreement with the creators of the well-known apparel line Killer Jeans. The MPL agreement was good through December 31, 2023. As the merchandising partner, MPL was required to pay the Indian Cricket Board 65 lakh per match and 3 crores annually (9 crores). However, MPL began seeking a replacement in 2022 since keeping up with the agreement was difficult. The deal between the Indian Cricket Board and Killer Jeans is reportedly scheduled to expire on May 31.
Here’s how fans reacted:
The kind of kit sponsors India deserves. Not MPL Sports or Killer Jeans, to be very frank.
— Sayan Dey (@sayan_dey) May 22, 2023
Bat ka grip bhi adidas ka hoga?
— schizophrenic rexy fan (@Nighthawk3793) May 22, 2023
When will they remove Byjus?
— Husain (@husain_tweets18) May 22, 2023
Meanwhile Puma to Kohli pic.twitter.com/yUjny9l6lN
— Shishir S Shetty (@shettyshishir46) May 22, 2023
Still i won’t forget that you guys ditched nike for mpl sports. Warra downgrade.
— punch on your face (@sagbansal) May 22, 2023
— Bharath (@bharath_leo10) May 22, 2023
— starlord ^^ (@pbsm22) May 22, 2023
Hope it looks cool as 2008-2009 Australian jersey pic.twitter.com/ylDeGtmKQv
— Vinu (@TweetsByVinu) May 22, 2023