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Can Adidas Be India’s Lucky Charm At ICC ODI World Cup 2023?

The Board of Control for Cricket in India (BCCI) is set to rope in Adidas as the new sponsor for the Indian cricket team. The sporting goods giant will join hands with Men in Blue and be their new sponsor soon. Various reports are stating that the deal could begin right after the conclusion of the Indian Premier League (IPL) in May 2023. 

The Germany-based brand is expected to come on board by June 2023, which could essentially see Rohit Sharma and co wear an Adidas-made jersey in the World Test Championship Final (WTC) if they manage to qualify for the ICC event.

Currently, Killer Jeans is the jersey sponsor of the Indian cricket team. They hold a five-month contract with the Indian cricket board after taking over from (Mobile Premier League) MPL Sports in 2023. However, the BCCI was rumoured to tie up with a renowned brand. They are set to bring a company on board that has already made a name for itself in the sports industry.

Nike was the previous major sportswear brand that sponsored the Indian cricket team between 2016 and 2020. Since Nike, the BCCI joined hands with MPL before handing over the rights to Killer Jeans. However, the BCCI does not see them as a good fit for Indian cricket and its brand image. Citing them as a key problem, the Indian cricket board aims to rope in a major sportswear brand like Adidas.

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As per reports, the sportswear brand is all set to sign a five-year deal which could fetch BCCI as much as ₹65 Lakh. Apart from the monetary aspect, It is also worth noting that bringing Adidas on board could also boost India’s chances at the highly awaited ICC ODI World Cup 2023!

How Adidas’ could help India win the ICC ODI World Cup 2023?

It is worth noting that Adidas has been among one of the most successful apparel brands in the world. They are known to have a midas touch, with most of the teams they sponsor managing to walk away with silverware over the last few months. 

Adidas has sponsored Argentina, who recently won the FIFA World Cup 2022. Apart from the South American side, various club-based teams which flaunt Adidas on the chest have emerged victorious in the recent past. Real Madrid won the Club World Cup and the Champions League in 2022, while Manchester United was the latest Adidas-sponsored team to walk away with the success. The Red Giants ended their six-year wait and managed to lift the FA Cup. 

Citing the lucky charm Adidas brings with itself, the Indian cricket team will be eager to have the German brand sponsor them during the ICC Cricket World Cup 2023. BCCI will be eager to get an association with Adidas and ensure they do everything to win the highly awaited ICC event.  

The ICC ODI World Cup 2023 is all set to be played in October, later this year. It surely is going to be one of the most significant sporting events for Indian cricket fans. The Men in Blue last won the trophy in 2011 and have been waiting for a decade to lay their hands on the ICC trophy since their Champions Trophy triumph in 2013. With the 2023 ODI World Cup scheduled in India, the Indian team will do everything they can to walk away with the coveted trophy.

The ICC ODI World Cup 2023 is all set to be played in October, later this year. It surely is going to be one of the most significant sporting events for Indian cricket fans. The Men in Blue last won the trophy in 2011 and have been waiting for a decade to lay their hands on the ICC trophy since their Champions Trophy triumph in 2013. With the 2023 ODI World Cup scheduled in India, the Men in Blue will do everything they can to walk away with the coveted trophy.

If Adidas opts out, who could be the next sponsor?

While the BCCI is likely to rope in Adidas as the new sponsor, it remains interesting to soo if the brand goes on to become the principal sponsor or just join in as the Men in Blue’s got to jersey maker. While there is a little idea of who could be the new kit sponsor, Let’s have a look at other brands who could be seen on the Indians team jersey soon! 

Mastercard

Mastercard acquired the title sponsorship rights by after Paytm pulled out of its deal with the Indian Cricket board .The second-largest payment-processing corporation in the world is expected to amongst the favourites to be the Indian team sponsor for a longer tenure.

Having also signed MS Dhoni as the brand ambassador while also currently bosting the rights of being the title sponsor for all the BCCI organized matches, Mastercard can go on to extend the association and be the princal sponsor of the men and women teams as well. 

Tata Group

Tata Group is one of the biggest conglomerate group of India and had replaced Vivo as the title sponsor of the Indian Premier League (IPL) They are amongst one of the most loved followed and respected brand in the country and could use the mass popularity of cricket in India to market their products. With the Tata Group rumoured to launch a new version of Nano in 2023, getting the principal sponsorship of the Indian cricket team, alongside their impact in IPL will surely boost their marketing efforts.

Reliance Jio

Reliance Jio has been actively investing in the Indian sports sector. They have gone over and above to strengthen its footprints internationally, with their latest acquisition being the Cape Town franchise in Cricket South Africa’s T20 league.

Nita Ambani also led a successful bid to host the prestigious International Olympic Committee Session. The Jio group is also the proud owner of IPL’s most successful franchise, Mumbai Indians, who have won the league five times. This itself proves that the Jio family is also one of the favourites and a strong contender.

While an Indian based firm is likely to get the rights to be the principal sponsor of the cricket team, many big brands around the world cannot be ruled out. Brands like Emirates, Qatar Airaways amongst many have also shown a lot of interest in the Indian market. 

Getting the sponsorship of the Indian cricket team will not only help them gain a lot of eye balls but also make a statement.  If it happens, then the BCCI could get their first ever foreign sponsor as all the former partners were based out of India. Let’s have a look at all the firms that have been the sponsor of the Indian cricket team in the past.  

Indian Cricket Team Sponsor History 

Wills and ITC (1993 to 2002)

ITC provided sponsorship to the Indian cricket team between 1993 to 2002. During that tenure, there were a lot of chacnes in the team’s uniforms. The numerous alterations from the early 1980s and 1990s were later worked upon by Nike. , who later went on to be the team’s kit sponsor in 2015. 

Sahara India (2002-2013)

Sahara India was one of the primary sponsor of the Indian cricket team from 2002-2013. It was also the first significant sponsorship in sports sector  done in India. The Subroto Roy-owned group had the second biggest tenure as the sponsor of the Indian cricket and have a lot of recall value for the 90’s kids who mostly extend the association of Sahara with cricket. If reports are to be believed, Sahara Pariwar spent over Rs 3.34 crore for every international game which had the their logo on the Indian team jersey.

Star India (2014-2017)

Before the likes of BYJU’S and Oppo, Star India was the main sponsor of the national cricket team for a period of three years. Partly owned by the Walt Disney Company, this Indian media conglomerate is said to have paid nearly 2 Crore for every match during its tenure. They still continue to be a big broadcasting partner and a major supporter of the Indian cricket team. 

Oppo (2017-2019)

OPPO gained the sponsorship rights of the Indian cricket team in 2017 after they reportedly outbid Vivo Mobiles. Both parties signed a five-year agreement with BCCI set to pocket reportedly Rs 1079 crore from Oppo over the pre-decided tenure. However, OPPO later decided to leave the market, which led to the rights being transferred to BYJU’S at the same value.  The Chinese brand said that the price they paid for sponsorship in 2017 was “unsustainable and extremely high.”

Byju’s (2019-2022)

Bangalore-based educational technology and online tutorial company BYJU’S replaced OPPO in 2019 as the Indian cricket team’s official sponsor. BCCI and the Chinese smartphone manufacturer reportedly agreed to end the agreement sooner. Byju’s went on to sign an extension on their jersey sponsorship deal in November 2023. Once Byju’s ended its contract with the BCCI, Killer Jeans took over and were the latest sponsors, with their deal expiring in March 2023.

Indian Cricket Team Sponsor Past- Present 

Wills and ITC (1993-2002)
Sahara India Pariwar (2002-2013)
Star India (2014-2017)
Oppo (2017-2019)
Byjus (2019-2022)
Killer Jeans (2022-2023)

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