Summary:
The article says about three about three co.s viz. Amul , Base Corp. and Karyturi's association (a large contract) farmer in parts of Africa.
As far as Base corp. is concerned they are sponsoring the Canadian team, the key is that the color of there uniform is also red. According to Aditya arora country head of base corp. the players are ensuring the presence of the brand for eight hours on the field. Amul on the other hand is sponsoring the Netherlands team which is giving plartform to them at a low cost. As far as Karyturi's are concerned its more of a strategic move as they already want to strengthen there links with Kenya.
According to Hiren pandit (managing partner, entertainment sports partnerships, Group M) the small co.'s will be benefited more in such deals rather then the big ones like Amul. Moreover he also mentioned about the pricing, i.e. the brand should not spend more then 1 crore because these are already lowly teams and they might not go into the next round, if they don't manage to go beyond the first round then they will be playing six matches each.
The link for the whole article is :
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