Indian cricket team gets new kit sponsor – Adidas

While specific financial details and the duration of the contract were not disclosed, this development marks a significant milestone in the partnership between Adidas and the Indian cricket team.

Speculations surrounding this highly-anticipated collaboration had been circulating in the Indian media for some time, and BCCI Secretary Jay Shah took to Twitter to confirm the news. 

“I’m pleased to announce @BCCI’s partnership with @adidas as a kit sponsor,” Shah tweeted.

“We are committed to growing the game of cricket and could not be more excited to partner with one of the world’s leading sportswear brands. Welcome aboard, @adidas.”

Following the termination of the three-year agreement between the Board of Control for Cricket in India (BCCI) and global sportswear giant Nike in 2020, a new era commenced with the signing of a partnership between the BCCI and MPL Sports, the sports merchandise brand of Mobile Premier League.

“The partnership leads us to a new frontier for Team India and for sports merchandising in the country. We look forward to working with a young Indian brand like MPL Sports to tap the potential that this sphere holds. This partnership aims at facilitating access to high-quality Indian cricket fan merchandise, including the coveted Indian cricket team jersey for cricket fans not just in the country but globally,” Secretary Shah said at that time.

However, the association between the BCCI and MPL Sports concluded earlier than anticipated, prompting an interim sponsorship deal with the makers of renowned clothing brand Killer Jeans.

The MPL deal was valid till the end of December 2023. MPL was to pay the BCCI ₹65 lakh per match and ₹3 crore per year as the merchandise partner (a total of ₹9 crore).

However, MPL started looking for a replacement in 2022 itself as it found it challenging to continue with the deal.

According to reports, the contract between the BCCI and Killer Jeans is set to expire on May 31.