NEW DELHI: Food products marketing organization Amul is the official sponsor of the Indian contingent at the Rio 2016 Olympic Games.
The contract was signed by Indian Olympic Association Secretary General Rajeev Mehta and Gujarat Cooperative Milk Marketing Federation (Amul) MD R S Sodhi today.
In 2012, Amul sponsored the Indian contingent at the London 2012 Olympic Games.
Amul has earlier been an avid supporter of various sporting events, may it be the Asian Games, Commonwealth games or other sports.
To be inaugurated on 5 August 2016 in Brazil, the Rio Olympics will play host to the largest Indian contingent ever, with close to 100 sportspersons being a part of it.
Amul aims to engage with youth and leverage the connection between the energy of milk and sports. It is the main ingredient for the fitness of any sportsman. Hence it is an appropriate association for Amul.
Amul will launch a series of advertising campaigns for milk and various dairy products to promote this association in the coming months.
Amul has embarked upon an “Eat Milk with Every Meal” campaign to highlight the importance of milk and dairy products like cheese, yogurt, butter, ghee, paneer etc. in the daily diet. Amul Doodh Pita hai India, one of Amul's most loved campaign, will be used to cheer the Indian contingent. India is the largest producer of milk in the world and Amul is not only India’s but Asia’s largest milk brand.
Sodhi said, “Amul is committed to strengthening the Olympic movement in India and encourage young generation from all over the country to take up Olympic sports. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the Olympic Games Rio 2016”.
Explaining the foundation of this association, he said milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Nutritious dairy diet is an important part in the diets of athletes around the world.
Participation in Olympics is the aspiration of every athlete and with the kind of investments made by our country in this arena to select, nurture and train the best athletes, we are confident that Indian contingent will deliver the best ever performance in the Olympic games and make our country proud. Further, he said that this association will help in engaging the kids and youth so that they can enjoy a healthy life.”
Mehta added, “I would like to thank Mr RS Sodhi and Amul family for coming on board as the sponsor for our Indian contingent for Rio Olympics. I am happy that Amul family is supporting Indian Olympic Association from past sometime. The preparations for our athletes are in full swing and till date more than 100 athletes have qualified for Rio Olympics, this is the largest ever contingent we are sending to Olympics”.
