Amul Pens Extension On Regional Partnership With World Champions Argentina
Mumbai, December 10, 2025 - Amul, India's leading dairy brand, has announced the extension of its partnership with the Argentine Football Association (AFA) as the Official Regional Sponsor for another season. This marks the fourth consecutive year of the collaboration between the two iconic brands. The renewed alliance will extend through the lead-up to the World Cup 2026, solidifying Amul's commitment to supporting football and connecting with a global audience.
Amul's association with the AFA began in 2022, making it the first Indian regional sponsor in the history of Argentine football. The partnership proved to be a resounding success, leveraging the popularity of football and Argentina's World Cup-winning team to enhance Amul's brand visibility and appeal, particularly among younger consumers.
"Just like football, Amul connects hearts across borders," stated Jayen Mehta, Managing Director at Amul. "We are proud to continue our partnership with the FIFA World Cup Champions 2022 Argentina Football Association as its Official Regional Sponsor, a team that inspires millions with its passion, skill, and spirit. This collaboration celebrates the shared energy that drives both sport and nutrition, as milk, the world's original energy drink, continues to fuel champions and dreams across generations."
AFA President Claudio Fabian Tapia also expressed his enthusiasm for the continued partnership, stating, "With great enthusiasm, we announce today the extension of AMUL, a historic Indian company, and our first regional sponsor in India in this fourth consecutive extension. Being the first regional sponsors of the Argentine Football Association in that country, their confidence is a symbol of our team growth and passion in India."
Amul's marketing strategy has long been recognized for its innovative and effective approach. The brand's focus on relevance, creativity, and affordability has enabled it to connect with consumers on an emotional level. The iconic "Amul Girl" advertising campaign, known for its witty and topical commentary on current events, has been a cornerstone of Amul's marketing efforts since 1966.
In recent years, Amul has also embraced digital marketing, utilizing social media platforms like Facebook, Instagram, and YouTube to engage with a younger audience. The partnership with the AFA is a testament to Amul's commitment to expanding its reach and connecting with consumers through sports.
Amul has a history of successful sports sponsorships, including partnerships with the Indian Olympic Association, Cricket South Africa, and the New Zealand Cricket Team. In 2024, Amul became the title sponsor for the live broadcast of the Premier League in India, further demonstrating its commitment to sports marketing.
By aligning with globally recognized sports teams and events, Amul aims to reinforce its brand values of quality, trust, and affordability. The partnership with the AFA not only provides Amul with significant brand exposure but also allows it to tap into the passion and enthusiasm of football fans in India and around the world. This strategic alliance is expected to further strengthen Amul's position as a leading dairy brand and enhance its connection with consumers across generations.
