The collaboration between Adidas and the Indian cricket team will increase the value of both brands.
Adidas, a leading sports apparel and equipment brand, is expected to be the Indian cricket team’s new apparel sponsor. Adidas is very close to acquiring Team India’s apparel rights. The team kit is currently owned by Kewal Kiran Clothing Limited (KKCL), the parent company of Killer Jeans. According to reports, the Adidas contract will begin in June 2023 and will most likely end in March 2028.
The previous sponsor, Mobile Premier League (MPL), signed a three-year deal between November 2020 and December 2023, but did not complete its term. Killer Jeans stepped in as a replacement after MPL backed out of the deal. Prior to MPL, Nike had a five-year contract with The Board of Control for Cricket in India (BCCI) worth 370 crores. The contract ran from 2016 to 2020, but Nike had previously sponsored the team’s uniform for 14 years.
Because Killer Jeans has no history with sports or athleisure, the collaboration between the company and the Indian cricket team has appeared to be a mismatch from the start. In order to form a strong alliance with a brand with a stronger presence in sports, the governing body was eager to bring on board a brand that was well-known in the space and would be an ideal fit for the mix.
The agreement with Adidas will provide a significant boost to the BCCI and the Indian cricket team. With Adidas as a stakeholder, the team’s brand value will grow. Adidas has a long history of working with various sports organisations. They are associated with FIFA World Cup champions Argentina, Italy, France, and Germany. They also support top European football clubs such as Arsenal, Manchester United, Bayern Munich, and Real Madrid.