Cheers to Timnas: Indomaret drops 500,000 jerseys in football brand play

Indomaret is tapping into Indonesia's football renaissance with a major brand play - becoming the official modern retail and minimarket partner of the national football team (Timnas). Announced in March 2025, the collaboration with the Football Association of Indonesia and Garuda Sepak Bola Indonesia goes far beyond a logo on a jersey. It includes the exclusive launch of the "Cheers Jersey," with 500,000 units stocked across Indomaret Fresh outlets nationwide.

The retail giant is also transforming its stores into fan hubs, rolling out live match screenings, community campaigns under the #KitaGaruda banner, and national-scale merchandise activations — all part of a strategy to convert rising football passion into on-the-ground consumer engagement.

The timing comes as Indonesia experiences a golden surge in football development with the government pouring US$175 million into upgrading 21 stadiums in 2024. FIFA also set up shop in Jakarta, and the national team recorded the highest FIFA ranking in 15 years as of 3 April. Just last week, the U-17 squad qualified for the FIFA U-17 World Cup Qatar 2025 — their first-ever entry through competitive qualifiers — igniting a new wave of pride across the archipelago.

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With football now deeply woven into Indonesia's national narrative, Indomaret's partnership positions the brand not just as a sponsor, but as a central player in the country's sporting and cultural resurgence.

"Through over 23,000 stores across Indonesia, we hope this collaboration becomes a meeting point for football enthusiasts and Indomaret customers to support the Garuda national team and strengthen the synergy between the PSSI community and Indomaret — all while rallying behind Timnas' journey to qualify for the 2026 World Cup," said Bastari Akmal, Indomaret's marketing communication executive director.

Produced with official kit maker ERSPO, the jerseys are priced accessibly at IDR 139,000 (US$8.3). A memorandum of understanding was signed by Darmawie Alie, marketing director of Indomarco Prismatama, and Marsal Masita, president director of Garuda Sepak Bola Indonesia.

Indomaret has now become the 22nd company and 29th brand to officially partner with the Indonesian national football team. Previously, VinFast — the electric vehicle brand from Vietnam — and Aqua, a provider of mineral water in Indonesia, had also been officially named as partners of the Indonesian national team.

"Every rupiah we receive, every single rupiah will go directly to our national teams across all age groups. I can assure you that all of it will be channelled into the development of our teams and the growth of Indonesian football," said Masita.

"We see this partnership as a major opportunity, as many fans want to own an official jersey. There are a lot of counterfeit or imitation jerseys being sold around [the Bung Karno Sports Complex] and on online platforms or eCommerce sites. Today, we're announcing that the official jersey will be distributed exclusively through Indomaret — making it easy to access through their stores at a very affordable price," he added.

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