ITC has entered a partnership with the Argentine Football Association (AFA) to promote its snacks, pasta, and noodles brands. This one-year collaboration involves members of the World Cup-winning football team endorsing ITC’s food brands. Suresh Chand, ITC Foods Vice President, highlighted the company’s substantial market share in snacks and its second-largest position in the instant noodles market. The association aims to leverage the strong fanbase of the World Cup-winning team, particularly in Kolkata.
“Bingo! and Sunfeast YiPPee!, brands from ITC, have become the official regional sponsors of the Argentine Football Association,” aligning with the spirit of AFA, emphasizing fun and excitement, said Chand.
The partnership includes initiatives allowing consumers to win match tickets, meet team players, and receive branded merchandise. Exclusive packs featuring star players like Lionel Messi and Ángel Di María were unveiled at the launch event.
Suresh Chand expressed the goal of elevating the fan experience and deepening the connection with consumers through this collaboration. Leandro Petersen, Chief Commercial and Marketing Officer of AFA, welcomed Bingo! and YiPPee! as regional sponsors in India, anticipating the amplification of football’s love in the country and the creation of unforgettable experiences for fans. The partnership also introduced a G.O.A.T promo, offering participants the chance to win personalized digital memorabilia and AFA-branded merchandise.
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