Chennai Super Kings ropes in Wrigley and Pepsi

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | February 18, 2009
The first runner-up of the first season of IPL ropes in Wrigley to manufacture co-branded chewing gums for the team

Armed with the star power of MS Dhoni and the tag of runners-up of IPL Season 1, Chennai Super Kings (CSK) has no shortage of sponsors. Economic slowdown has not been a dampener for the Indian Premier League (IPL) team owned by South India based India Cements, which has tied up with many companies for sponsorship deals and merchandising initiatives for the second season of the league to be kick-started this April.

The latest to join the team bandwagon are Pepsi (beverage sponsor) and Wrigley (associate sponsor). Wrigley will launch co-branded chewing gums for CSK soon.

Talking & #BANNER1 & # to afaqs!, Rakesh Singh, head, marketing, India Cements, says, "These tie ups are a win-win situation for all the brands as they help all the concerned entities in increasing the brand value. Our team will get its share of exposure by associating with these brands and a similar benefit will be enjoyed by the other brands as well."

The franchise has also tied up with Peter England Fashions and Retail, Reebok International, Camlin (writing instruments and art material maker), the Future Group and Cafe Coffee Day for various merchandising initiatives.

As a part of the tie up with Reebok, the company will introduce the Chennai Super Kings range of clothing. The deal with Peter England is to roll out a range of casual wear under the CSK brand. Coffee chain Cafe Coffee Day will also roll out CSK coffee mugs and other goodies. Singh is optimistic that "the alliance of CSK with other brands will help in enhancing our reach".

To cash in on the hype surrounding the league and the team, the franchise recently announced two shows, Chennai Super Kings Juniors and Chennai Super Kings Cheerleaders on Vijay TV, a Tamil channel of STAR India.

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