The Indian cricket team is likely to have Adidas, a leading sports apparel and equipment brand as their new apparel sponsor. Adidas is very close to getting the apparel rights of Team India. Currently, Kewal Kiran Clothing Limited (KKCL), the parent brand of Killer Jeans, holds the rights of the team kit. According to reports, the Adidas deal is expected to begin from June 2023 and will likely end in March 2028.
The previous sponsor, Mobile Premier League (MPL) had signed a three-year agreement between November 2020 and December 2023, but failed to complete its full tenure. Killer Jeans came in 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) during which they paid ₹370 crores. The deal was in the period of 2016 to 2020, however Nike had been the sponsor for the team kit for a period of 14 years.
Since the very beginning of the deal, the association of Killer Jeans and the Indian Cricket Team has looked as something very false-fitting because the brand does not hold any background with sports and athleisure. In order to make a strong amalgamation with a brand having stronger presence in sports, the governing body was keen on board to get a brand which has been known for the space, and would be an ideal fit for the mix.
BCCI's rope in Adidas in a bid to increase team's brand value globally
According to the BCCI sources, the board is all set to get another global brand with cricketing ties as the previous sponsor Nike. The board’s association with MPL and Killer Jeans had taken away the rights of Team India in terms of having a top sports apparel brand as their stakeholder. However, Adidas will boost the brand value of the team.
The deal with Adidas will be a huge boost for BCCI and the Indian cricket team. The team's brand value will expand with Adidas coming in as their stakeholder. Adidas has a well-established relationship with various sports entities. They are associated with some elite names viz – FIFA World Cup winners Argentina, Italy, France, and Germany. They are also the sponsors of top European Football Clubs Arsenal, Manchester United, Bayern Munich, and Real Madrid.
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