Etihad Airways, the Emirati airline, has announced its official sponsorship of the Chennai Super Kings (CSK), of Twenty20 cricket’s iconic Indian Premier League.
The deal involves the Etihad logo being present on the back of CSK jerseys, fan activations at events and matches, and exclusive Etihad deals for fans of the Chennai franchise.
Arik De, chief revenue and commercial officer at Etihad Airways, has said: "Today marks the start of an extraordinary journey as we welcome the Chennai Super Kings to our sports portfolio.
“Cricket's global resonance unites diverse communities, reflecting the shared values of Etihad and Chennai Super Kings.”
Kasi Viswanathan, chief executive of CSK, added: “In Etihad Airways we have a partner that not only shares our values, commitment to excellence, and passion for success but also brings association benefits that are global in nature for our brand.
“The Etihad – Chennai Super Kings partnership promises to deliver a series of exciting initiatives, engaging activations, and unique fan experiences throughout the cricketing season.”
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The deal comes as Etihad expands its services in India, with the airline currently serving 10 Indian cities weekly, having recently added two cities and increased their volume of flights in Mumbai and Delhi.
The 10-team 2024 IPL, meanwhile, will run between late March and late May. CSK have so far won the competition a joint-record five times.
Last season, the team's stable of major commercial partners included Gulf Oil, India Cements, Jio, and Nippon Paint.
With the start of this year's IPL now less than two months away, a frenzy of commercial activity from all sides is expected in the coming weeks.