CSK Ropes In TVS Sri Lanka

Even before the last ball of this year Indian Premier League is bowled, MS Dhoni-led franchise Chennai Super Kings has roped in TVS Srichakra as a sponsor in a 3 year deal valued at approximately Rs 23 crore a year. The brand on display will be TVS Eurogrip. The deal comes into effect from the 2022 season of the tournament.

TVS is expected to replace Myntra as a principal sponsor. Myntra came on board this year after the franchise deal with auto brand Skoda fell through.

TVS Srichakra denied the development in response to email queries sent by ETBrandEquity.com. Officials at CSK confirmed that the deal was in the works, but refused to divulge further details.

It is interesting that the brand has blocked the prime sponsorship spot a season ahead, and that too for 3 years, especially considering that the team star player MS Dhoni may not feature in the playing 11 next year. Grapevine has it that this may be his last IPL outing.

He will continue to be part of the team in the capacity of a mentor though. Very much involved in the team, a source reveals. It is also learnt that Dhoni has agreed to give some time to the teams sponsors as well. So while he may not don the CSK jersey to deliver the match-winning boundary, or execute a flawless stumping, brands will still get to feature the batting maestro in their campaigns with CSK.