The Chennai Super Kings (CSK) is one of the most iconic franchises in the Indian Premier League (IPL). With a legacy of five IPL titles and a loyal fan base, the team has become a powerhouse both on and off the field. A crucial part of CSK’s success lies in its ability to secure lucrative sponsorships that drive revenue and enhance the brand’s value. This article is about the key sponsorships and their impact on the franchise’s financial and operational success.
A Brief Introduction to Chennai Super Kings
CSK started in 2008 and represents Chennai, Tamil Nadu. It is one of the most successful teams in IPL history. The team is owned by Chennai Super Kings Cricket Limited, which is linked to India Cements Limited. CSK plays its home matches at the M. A. Chidambaram Stadium, also called “Chepauk”. This stadium is owned by the Tamil Nadu Cricket Association and can hold up to 38,000 people. Fans call it “Fortress Chepauk” or “Lions’ Den” because of the team’s strong performances there.
Key Records
CSK has achieved many milestones in IPL:
- Four IPL titles: 2010, 2011, 2018, 2021;
- Two Champions League T20 titles: 2010, 2014;
- Highest win percentage in IPL: 58.98%;
- Most playoff appearances: 11;
- Most final appearances: 9.
Fans and Popularity
CSK has a massive fan base of 40.9 million people. Out of this, 22.5 million are loyal supporters, called the “Yellow Army”. In 2016, fans started the “Whistle Podu Army,” an official fan club. CSK also leads IPL teams on social media, with over 33 million followers on platforms like X (formerly Twitter), Facebook, and Instagram by 2023.
TVS Group: Major Financial Partner
In 2022, TVS Eurogrip, a leading tire manufacturer, signed a three-year deal with CSK. The agreement was valued at over ?100 crore. This was one of the highest sponsorship values among IPL teams at the time.
The deal included multiple initiatives aimed at engaging CSK’s large fan base across India. The TVS Eurogrip logo became a prominent feature on the team’s branded T-shirts. This sponsorship significantly increased the team’s earnings. It raised their revenue to more than ?90 crore before IPL 2022.
This partnership benefited both parties. CSK strengthened its financial position, while TVS increased its brand visibility across India. For TVS, this marked the first time they acted as the primary sponsor for an IPL team.
Etihad Airways: Sponsor for the 2025 Season
In early 2024, CSK announced Etihad Airways as its official sponsor for the 2025 season. The announcement took place at a special ceremony in Chennai.
Etihad plans to engage with fans through different activities, promotions, and events. The airline’s branding will appear on the back of the CSK jersey, at events, and in digital promotions. Fans can also expect exclusive deals from Etihad.
This partnership supports Etihad’s goal of connecting with CSK’s loyal supporters. It also focuses on improving the match-day atmosphere for fans.
Gulf Oil: Longest-Standing Partner
Gulf Oil has been a main partner of CSK since 2011. Its logo is clearly visible on the front of the team’s matchday jerseys. This partnership is the longest in IPL history and holds the record for its duration.
The connection with Gulf Oil brings financial benefits to CSK. At the same time, it helps Gulf Oil grow its presence in the Indian market. This long-lasting relationship shows the strong trust and value shared between both sides.
SNJ 10000: Regional Support
SNJ 10000, a Chennai-based company specializing in Indian Made Foreign Liquor (IMFL), renewed its partnership with CSK in 2022. The three-year deal was valued at ?40 crore.
The company’s logo is visible on the sleeves of CSK’s match kits and on the trousers. This partnership emphasizes SNJ 10000’s connection to the Tamil Nadu market while supporting the franchise’s operations.
British Empire: Helmet Branding
British Empire, a beer brand under SNJ Distilleries, has been an official partner of CSK since 2019. The company’s logo is displayed on the back of the players’ helmets.
Founded in 2011 in Tamil Nadu, British Empire’s partnership with CSK has helped the brand connect with cricket fans across the region. This collaboration is part of a broader strategy by SNJ Distilleries to expand its footprint through sports sponsorships.
Business and Share Information
CSK ranks as the second most valuable IPL franchise, with only the Mumbai Indians holding a higher valuation. Analysts estimate its brand value to be around ?732 crore.
A key factor behind this valuation is the team’s ability to attract sponsorship deals from global and regional brands. Gulf Oil, as the principal sponsor, has naming rights for all CSK kits. CSK works with more than ten other brands.
Ownership of Chennai Super Kings
Chennai Super Kings is owned by India Cements Limited through its subsidiary, Chennai Super Kings Cricket Limited, formed in 2014. N. Srinivasan, the managing director of India Cements, is widely regarded as the de facto owner of CSK.
N. Srinivasan has been a key figure in CSK’s story since the IPL began in 2008. Even with some controversies along the way, his leadership has kept the team strong and successful. His background as a former ICC chairman and BCCI president has played a big role in CSK’s achievements.
Business Model of Chennai Super Kings
CSK’s business operations are diverse, with multiple revenue streams contributing to its success. These include sponsorships, merchandise sales, ticket sales, and media rights.
Chennai Super Kings Sponsorships
Sponsorship deals form a significant part of CSK’s revenue. Brands secure space on the team’s jerseys, cricket gear, and marketing campaigns. Around 19% of CSK’s income comes from sponsorships.
Merchandise Sales
CSK earns a substantial portion of its revenue from merchandise. Items like jerseys and branded accessories are popular among fans. In 2022, CSK partnered with PlayR to produce and sell official merchandise. This segment contributes around 30% to the team’s annual income.
Match Tickets
Ticket sales for CSK’s home games are another critical revenue source. Tickets are highly sought after during the IPL season, with prices ranging from ?1,500 to ?3,000. CSK receives a percentage of the ticket sales from the BCCI.
Media Rights
The BCCI sells IPL media rights to broadcasters and streaming platforms. CSK receives a share of this revenue, which accounts for 40-50% of its earnings. In 2022, CSK earned approximately ?201.76 crore through media rights.
Unlisted Shares
As an unlisted company, CSK generates income through the trading of its pre-IPO stocks in the grey market. Retail investors purchasing these shares indirectly benefit the franchise.
Chennai Super Kings Financial Performance
In the fiscal year 2018–19, CSK earned ?4.18 billion in revenue and a net profit of ?1.11 billion. However, in FY 2020–21, revenue dropped to ?2.54 billion, and net profit fell to ?402 million due to the pandemic’s effects.
Broadcasting rights are the largest source of revenue, contributing around 60%. Sponsorship deals follow with 20%, while ticket sales account for 10-15%.
Conclusion
Chennai Super Kings has created a strong financial and operational model that goes beyond just cricket. The team has built strategic partnerships, developed different sources of income, and maintained strong leadership. These factors have helped establish CSK as one of the top franchises in the IPL. Their sponsorship deals with companies like Gulf Oil and TVS Group, along with fan engagement through merchandise and ticket sales, show how a sports team can be successful in business.
Looking ahead, CSK’s growing brand value and new partnerships, like the one with Etihad Airways, point to a bright future for the franchise. The team has managed to combine cricket success with financial stability, which makes them stand out in the IPL.
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