Etihad Airways Clinches A Major Deal With IPL’s Chennai Super Kings 

Etihad Airways has clinched a sponsorship deal with IPL giant Chennai Super Kings (CSK), led by MS Dhoni.

Under the deal, the airline has been named as the official sponsor of CSK. As part of this collaboration, Etihad aims to ramp up fan engagement through  events, promotions, and distinctive campaigns during the upcoming IPL season. 

The Etihad branding will also play a prominent role throughout CSK’s events and platforms, with the carrier’s logo featured on the back of the shirt, interactive activations and fan engagement at events and matches.  

Following the deal, Arik De, Chief Revenue Officer at Etihad Airways, said, “Our collaboration goes beyond sponsorship; it’s a celebration of a shared ethos, a testament to the collective spirit of Etihad and Chennai Super Kings.Cricket in India is truly incredible and the Chennai Super Kings fans really showcase exactly what it means to love and have true passion for the game in this incredible country.”

“For Etihad, we believe in connecting with our travellers through shared interests, and like the ‘Yellow Army’ we really believe in this team. As we embark on this thrilling journey, we anticipate not only creating unforgettable moments for fans and travellers but also forging a powerful connection that transcends boundaries and elevates the spirit of the game to new heights.”

KS Viswanathan, Chief Executive Officer, Chennai Super Kings, said, “In Etihad Airways we have a partner that not only shares ours values, commitment to excellence and passion for success but also brings association benefits that are global in nature for our brand. This collaboration goes beyond the boundaries of a traditional sponsorship – it’s about creating an extraordinary experience for our fans and setting new standards in sports partnerships.”

“The Etihad – Chennai Super Kings partnership promises to deliver a series of exciting initiatives, engaging activations, and unique fan experiences throughout the cricketing season. Stay tuned as we embark on a journey to redefine the dynamics of sports sponsorships and leave an indelible mark on the world stage.”

According to ASN data, Etihad is a minor player in the Asian sponsorship market with a mere 0.1% share for its category, investing a mere US$390k since Q221. Much of this spending (89.8%) has come in the India, namely a deal with ISL team Mumbai City FC, and the recent high-profile play with IPL giant CSK is certain to boost its share in this market.