- Fourth consecutive year of alliance with the world champions ahead of FIFA World Cup 2026
- First-ever Indian regional sponsor in Argentine football history continues its global sports branding push
- New Amul packs to feature Argentina stars; exclusive fan merchandise set for India launch
- Partnership deepens emotional connect with millions of Indian football fans and youth consumers
- Sports-driven brand visibility sharpens Amul’s position as a modern, energetic, international brand
NE SPORTS/BUSINESS BUREAU
ANAND, DEC 10
Amul, the world’s largest cooperative and globally recognised food and dairy brand, has extended its partnership for another season with the reigning FIFA World Champions — the Argentina Football Association (Argentina Football Association). With this renewal, Amul remains the first and only Indian Regional Sponsor in the history of Argentine football since the collaboration began in 2022. The alliance now enters its fourth year and will continue through the World Cup 2026 cycle.
Since Argentina Football Association established its presence in India in early 2021, its association with Amul has grown into a powerful sports-marketing success story. The partnership has significantly elevated Amul’s global brand perception, strengthened its emotional connect with millions of Indian football fans, and boosted visibility among young consumers who associate Amul with energy, performance and global sporting excellence.
To celebrate this growing bond, Amul will launch a special edition product range featuring Argentina’s national team players, alongside exclusive fan merchandise to be made available across India in the coming year—further embedding the brand in the country’s football culture.
Claudio Fabián Tapia, President of the AFA, said: “With great enthusiasm we announce today the extension of AMUL, a historic Indian company, and our first regional sponsor in India in this fourth consecutive extension. Being the first regional sponsors of the Argentine Football Association in that country, their confidence is a symbol of our Team growth and passion in India. AFA’s international expansion is consolidated in the Indian market, and consolidates its position as a leading brand in the world football environment. We are grateful for the trust in this extension to AMUL and its Managing Director, Dr. Jayen Mehta for the constant trust and mutual respect for our Association.”
Emphasising the spirit of global unity through sport, Dr. Jayen Mehta, Managing Director, Amul, said:
“Just like football, Amul connects hearts across borders. We are proud to continue our partnership with the FIFA World Cup Champions 2022 Argentina Football Association as its Official Regional Sponsor — a team that inspires millions with its passion, skill, and spirit. This collaboration celebrates the shared energy that drives both sport and nutrition, as milk — the world’s original energy drink — continues to fuel champions and dreams across generations.”
Leandro Petersen, Director Comercial y de Marketing at AFA, added: “It is important to highlight that each renewal is an expression of the work done together, solidity in brand interaction, and obtaining positive results with consumers. This renewal with AMUL is a reflection of the continuous hard work and value commitment of the Argentine Football Association in the construction of solid brand bondages in India, China, the Middle East, the United States. Indian fans and consumers of Amul will continue to be closer to the players they love thanks to the efforts of a historic and powerful brand like Amul. The AFA–Amul alliance enters the fourth consecutive year and establishes a lasting and consolidated presence ahead of World Cup 2026.”
This renewed partnership not only amplifies Amul’s global sports-driven brand strategy, but also underscores the cooperative’s commitment to inspire youth, strengthen international goodwill, and position itself as a modern, energetic brand championing nutrition, performance and passion—on and off the field.
