The Indian cricket team is expected to have a new apparel sponsor in the form of Adidas, one of the leading sports apparel and equipment brands globally. According to sources, Adidas is in advanced talks to acquire the apparel rights of Team India from Kewal Kiran Clothing Limited (KKCL), the parent brand of Killer Jeans, which currently holds the rights to the team kit.
Reports suggest that the Adidas deal is likely to begin in June 2023 and extend until March 2028. This development comes after the previous sponsor, Mobile Premier League (MPL), failed to complete its full tenure after signing a three-year agreement between November 2020 and December 2023. Killer Jeans took over as a filler after MPL pulled out of the deal. Prior to MPL, Nike had a five-year deal with The Board of Control for Cricket in India (BCCI), paying ₹370 crores for the period between 2016 to 2020. Nike had been the sponsor for the team kit for 14 years before that.
The association of Killer Jeans and the Indian Cricket Team had been questioned from the very beginning due to the brand’s lack of background in sports and athleisure. The governing body was keen to find a stronger presence in the sports industry to make a more fitting amalgamation with the team. BCCI sources have confirmed that the board is now looking to partner with another global brand with cricketing ties, as it did with Nike in the past.
Adidas coming on board as the new apparel sponsor will be a massive boost for BCCI and the Indian cricket team. The team’s brand value will increase with Adidas coming in as a stakeholder. Adidas has an established relationship with various sports entities and is associated with some of the top names in the industry, including FIFA World Cup winners Argentina, Italy, France, and Germany. Adidas is also a sponsor of elite European football clubs such as Arsenal, Manchester United, Bayern Munich, and Real Madrid.
Overall, the deal with Adidas is expected to enhance the image of the Indian cricket team and provide a stronger association with a brand that has a rich history in the sports industry.