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Etihad Airways has been announced as the official sponsor of the Chennai Super Kings (CSK), ahead of the Indian Premier League (IPL) 2024. The agreement between Etihad Airways and CSK management, signed on Thursday, encompasses sponsorship of CSK's events and platforms, as well as featuring the airline's logo on the players' jerseys.
Katrina Kaif appointed as Etihad Airways brand ambassador
Also, Etihad Airways revealed that Bollywood actress Katrina Kaif has been appointed as their brand ambassador, according to a statement released on Thursday, February 8. With a two-decade history, Etihad has consistently invested in India, whether through state-of-the-art aircraft or tailored menus designed for consumers across the ten cities it serves.
Arik De, Chief Revenue Officer of Etihad Airways, shared insights during an interaction with PTI, disclosing the recent partnership with the Chennai Super Kings. De emphasized the significance of cricket in India's culture and the importance of strengthening this bond. As a result, Etihad has initiated their collaboration with the Chennai Super Kings.
CSK rope in Etihad as their official sponsor
He said, “So, the investment that we are announcing today is about CSK. Cricket is a huge part of this country and deepening that relationship for us is super important.”
The announcement took place during a public gathering in Chennai, attended by senior officials from CSK management, as well as Etihad cabin crew members who sported the Chennai Super Kings jersey featuring the new logo. Arik De elaborated on Etihad's approach to its partnership with the Chennai Super Kings, likening it to the unfolding of a Bollywood movie. De also mentioned that the airline will provide hospitality services at the Chidambaram Stadium. He emphasised that the decision to partner with CSK stemmed from the team's remarkable achievement of winning five IPL titles, mirroring Etihad's own record of winning the Best Airline award on five occasions.
He said, “It is going to be a pretty deep partnership and we are going to unravel it slowly like a nice Bollywood movie unravelled itself,” De said. In the initial part, we are going to have a visibility in the stadium through a hospitality suite. We’re going to be the sponsors for the T-shirt (and) the back of the T-shirt. So that’s what how we going to kick it of.”
Since its inception in the lucrative league, the Chennai Super Kings have been led by MS Dhoni, the former captain of the Indian cricket team. The team has maintained consistency in its supporting personnel without making significant changes. One of the key operating principles of the team has been to prioritise veteran players and provide them with ample opportunities. Players such as Shardul Thakur, Daryl Mitchell, and Rachin Ravindra form the core of the CSK. These players possess the potential to play pivotal roles in the team's quest to replicate their success from the IPL 2024 season. In the upcoming Indian Premier League 2024, CSK will once again be under the leadership of MS Dhoni.
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