09SUCCESS STORIES
Three brands that changed their story with the National Team.
01 · GLOBAL · APPAREL
adidas
BEFORE
A historic contract limited to the local market.
AFTER
Extended to 2038, the best-selling shirt in AFA history, activations in 60+ countries.
+ 1,100 %SHIRT SALES
#1GLOBAL JERSEY 2022
2038EXTENDED AGREEMENT
02 · GLOBAL · FINANCIAL
American Express
BEFORE
An occasional sponsor with no sports activation tied to the national team.
AFTER
Reported double-digit growth in familiarity and usage after AFA tournaments (Brand Finance · Global Soft Power research, Dec. 2025).
Double digitGROWTH IN FAMILIARITY
Double digitGROWTH IN USAGE
PremiumOFFICIAL AFA TIER
03 · INDIA · FMCG
Amul
BEFORE
A brand with no prior track record in international football.
AFTER
The first Indian sponsor of a world-champion national team. It also reported double-digit growth in familiarity and usage after AFA tournaments, with access to a 1.4 bn market.
1.4 bnPEOPLE REACHED
1stINDIAN SPONSOR EVER
Double digitFAMILIARITY AND USAGE