Eyeing global visibility and an expansive international market at affordable costs, local dairy brands in India are now sponsoring foreign teams in the ongoing T20 World Cup. 

Karnataka's beloved milk brand, Nandini, has made headlines by sponsoring the Scotland and Ireland teams in the ongoing T20 World Cup. This strategic move by the Karnataka Milk Federation (KMF) aims to elevate Nandini's profile on a global scale. In addition, KMF is set to launch Nandini Splash, a whey-based energy drink, in the US.

Nandini, a well-established milk cooperative from Karnataka, serves as the shirt sponsor for the Ireland team while also supporting Scotland in this prestigious tournament. The sponsorship fee is reported to be Rs. 2.5 crore per match, a significant investment aimed at capturing the attention of cricket enthusiasts worldwide.

Karnataka Chief Minister Siddaramaiah expressed his pride on X (formerly Twitter), stating, "Our commitment to showcasing the state’s high-quality dairy products and the hard work of our farmers to the world is commendable. It’s crucial in shaping Nandini into a global brand. This time, Nandini aims to conquer and enthrall in the World Cup, delighting Kannadigas everywhere.”

The Nandini brand has already established a presence in markets such as Malaysia, Vietnam, Singapore, and the UAE.

With the T20 World Cup expected to attract over 850 million viewers, Nandini sees this as a prime opportunity to introduce their brand and products to a vast international audience.

Sponsoring non-Indian teams like Scotland and Ireland offers significant savings while ensuring comparable visibility without the clutter of more saturated sponsorships.

Amul Joins the Global Game

Nandini is not the only Indian milk brand making waves in the T20 World Cup. Amul, another major milk cooperative, is sponsoring teams from South Africa, Sri Lanka, and the USA. Amul had previously introduced its milk products to the US market in March, further solidifying its international presence.

Both Nandini and Amul's strategic sponsorships highlight a growing trend among Indian dairy brands to leverage international sports platforms to expand their global footprint. This approach not only brings Indian dairy products to the forefront but also celebrates the hard work and dedication of Indian farmers on a global stage.