MUMBAI: Indian milk co-operative Amul Monday strengthened its connect with sports by announcing its sponsorship of the Indian contingent to the London 2012 Olympic Games by signing an MoU with the Indian Olympic Association.

India‘s largest food product marketing organisation, which achieved a turnover $ 2.2 billion in 2010-11, has become the Official Sponsor of the Indian team in the category of Dairy products.

The company which produces milk related products had become the shirt sponsor of the Netherlands cricket in the 2011 ICC World Cup. During the India Grand Prix last year, the company had tied up with Sauber F1 team.

Explaining the rationale of this association, GCMMF MD R S Sodhi said that milk is nature‘s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes.

The association with IOA will help Amul in engaging the youth so that they can enjoy a healthy life and strive to become swifter, higher and stronger in their endeavours, he asserted.

"Amul is committed to strengthening the Olympic movement in India and encourage young generation from all corners of the country to take up Olympic sports. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the London 2012 Olympic Games as ‘Olympic Partner‘," Sodhi stated.

Amul will launch a series of advertising campaigns for milk, butter, cheese, paneer and ghee to promote this association in the coming months.