Proteas bag R56 million sponsorship deal for World Cup

Cash-strapped Cricket South Africa have reportedly been boosted by the signing of a massive shirt sponsorship deal for the Proteas Cricket World Cup shirts.

According to a report from The Sunday Times the deal with Amul would earn CSA $3-million (about R56-million).

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Proteas pick up massive deal

The deal has yet to be confirmed by CSA who still need to get the sponsorship approved by their executive.

The Indian food company behind the deal has history of sponsoring the Proteas having been added to their shirts for the 2019 Tour of India.

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Sponsorship issues

The Proteas have run into issues regarding sponsors after a prolonged boardroom battle left CSA to face the loss of some of its biggest backers.

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It also hasn’t helped CSA or the game in South Africa that key positions within the entity that relate to sponsorship have been up in the air and subject to investigations and disputes.

In June 2020, CSA suspended its head of sales and sponsor relations Clive Eksteen.

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Accused of ‘transgressions of a serious nature’ by CSA he would later be adjudged to have been wrongfully dismissed by the organisation.

Who are the Proteas new sponsors Amul

Amul are a dairy cooperative in India that many have credited with spurring the country’s so-called ‘White Revolution’ which helped make India the world’s largest producer of milk and milk products.

Founded by Indian independance activist and follower of Mahatma Ghandi Tribhuvandas Kishibhai Patel in 1946, Amul has risen to become one of the largest dairy companies in the world.

In 2019 Amul entered Rabobank’s Global Top 20 Dairy Companies list.

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