Adidas Almost Ready To Join BCCI As An Apparel Sponsor: Reports

Updated - 21 Feb 2023, 01:34 PM

India National Cricket Team, Adidas (PC-Twitter)

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Beginning in June of this year, Adidas is close to sponsoring the Indian cricket team‘s uniforms. The agreement of BCCI with Adidas will last until March 2028. The parent business of Killer Jeans, Kewal Kiran Clothing Ltd, presently holds the rights.

The decision has been eagerly awaited since many in the cricketing community believe that an established sports brand like Adidas is a better match for the Indian squad than a clothing company with no history in cricket.

Adidas To Take Over From Killer Jeans

Prior to this, Nike paid INR 370 crore to hold the Indian team’s clothing rights for a five-year span from 2016 to 2020. The contract was later handled by MPL Sports from November 2020 to December 2023, albeit they did not finish the term. As MPL left, Killer Jeans stepped in to serve as a replacement sponsor.

Adidas acquiring the apparel rights is viewed as enhancing the Indian cricket team’s brand value. The team will once more be able to take satisfaction in having a top clothing brand as a stakeholder with the addition of a major sports brand.

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The decision is being made at a time when the Indian cricket squad is highly regarded and closely followed worldwide. They have a sizable fan base in India and other cricket-loving countries, and they are now rated second in the world in Test cricket, only behind New Zealand. The squad will have access to high-end clothing thanks to Adidas’ involvement.

This development is also significant for Adidas, which has been looking to expand its presence in the Indian market. The corporation already has a significant presence in the nation, and this agreement will only serve to strengthen its reputation as a brand. The Indian cricket team has a sizable following in the nation, and Adidas will be able to reach this fanbase thanks to its gear sponsorship rights.

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