In a bid to promote its brand through cricket in India, Etihad Airways has now become the official sponsor of Chennai Super Kings, one of the top teams in the Indian Premiere League.

Foraying into sports sponsorships in India, Abu Dhabi-based carrier Etihad Airways has teamed up with popular cricket franchise Chennai Super Kings, becoming its official sponsor.

According to a press statement by Etihad, this strategic collaboration solidifies its commitment to the Indian market and its dedication to fostering meaningful connections with the vibrant communities of India. Notably, the Etihad x Chennai Super Kings partnership follows Etihad’s announcement of Bollywood superstar Katrina Kaif as its brand ambassador.

It says that this new partnership brings together the world-class travel experiences of Etihad and the prowess of the Chennai Super Kings, creating a winning combination that resonates with fans and travellers alike.

Etihad says that as part of this partnership, it aims to elevate the fan experience by engaging in exciting activities, promotions and unique initiatives throughout the upcoming season. 

The statement adds that the Etihad partnership will come to life across Chennai Super Kings’ events and platforms, with Etihad showcased on the back of the Chennai Super Kings’ jersey, through engaging activations and fan activities at events and matches, as well as offering exclusive deals to Chennai Super Kings’ fans.

“Today marks the start of an extraordinary journey as we welcome the Chennai Super Kings to our sports portfolio. Cricket’s global resonance unites diverse communities, reflecting the shared values of Etihad and Chennai Super Kings. Our collaboration goes beyond sponsorship, it’s a celebration of a shared ethos, a testament to the collective spirit of Etihad and the Chennai Super Kings,” says Arik De, Chief Revenue and Commercial Officer at Etihad Airways.

The statement adds that the ‘unveiling event’ was held at Kalaivanar Arangam auditorium with team officials, Chennai Super Kings’ players, and Etihad cabin crew onstage.

“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,” adds De.

“In Etihad Airways we have a partner that not only shares our 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 is about creating an extraordinary experience for our fans and setting new standards in sports partnerships,” says Kasi Viswanathan, Chief Executive Officer, Chennai Super Kings.

“The Etihad x 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,” adds Viswanathan.