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SBD Global/April 8, 2014/Marketing and Sponsorship

Indian Premier League Club Chennai Super Kings Loses Usha International As Sponsor

In what "could be the first blow" for the MS Dhoni-led Indian Premier League club Chennai Super Kings, associate sponsor Usha Int'l "has decided not to renew its deal" with the franchise associate sponsor, according to Urvi Malvania of the Indian BUSINESS STANDARD. The company's logo "will now be seen on the caps of Mumbai Indians players as it has signed a sponsorship deal with the Mumbai franchise, inform highly placed sources in the industry." Execs at Mumbai Indians and Usha Int'l "were not available for comment." Sources said, "Usha will be one of the principal sponsors. The year long deal will not only give the brand prominent space on the side of the MI cap, but will also give Usha access to the players for their promotional campaigns and communication. The deal is said to be in the range of Rs 2.75 to 3 crore ($460,000-$500,000) for a year." Usha "may not be the only brand that opted not to renew contracts with CSK." Sources revealed that Nissan "will be staying away from the Indian Premier League." CSK, however, "has managed to retain its main sponsors" -- telecom operator Aircel, sporting goods manufacturer and marketer Reebok, Gulf Oil and Pepsi (7Up) (BUSINESS STANDARD, 4/7).
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