CSK land CK Birla Group building material firm as sponsor

Mahendra Singh Dhoni - InsideSport

Chennai Super Kings gearing up for their Indian Premier League return have opened their sponsorship account for the 2018 season by scoring a deal with CK Birla Group’s building material firm HIL Limited. The Birla Aerocon, Charminar and Fortune brands owner company has inked a two-year deal with the CSK.

The Hyderabad-based floor tile to asbestos sheet company will be making its IPL debut with the Chennai Super Kings. The firm, famous for its Charminar asbestos sheets brand, last year has launched a pipes and fittings plant in Gujarat. HIL has decided to take the cricket route for wider reach to its targeted consumers.

“We thought this would be the ideal proposal.. excite our branding,” CEO and MD Dhirup Roy Choudhary has said about partnering with CSK. “The brand recall, loyalty, followers of our products are quite symbolic to what CSK has… we believe we are a champion as well.”

Chennai Super Kings have got their three-star players back during the IPL player retention exercise in Mumbai last week. The India Cements-owned franchisee has acquired their skipper and face of the team Mahendra Singh Dhoni for a ₹15 crore deal. Suresh Raina (for ₹11 crore) and all-rounder Ravindra Jadeja are also back with CSK.

“We are there as a product, we want to now come up in developing the brand of HIL as a company,” said Choudhary said, adding the company has signed a two-year contract with CSK. The IPL season, he said, syncs well with the peak demand period for roofing solutions and as new capacities, with an investment of ₹130 crore, for UPVC and CPVC pipes and fittings in Surat and Faridabad come on stream.

HIL is confident of the popularity of CSK and players such as Dhoni, Raina, and Jadeja to help it connect with new customers and grow association with the 6,500-strong dealer network. He hinted at a series of commercials and events on the cards involving star players for dealers, retailers, plumbers, and employees.

On the financial aspect of the sponsorship, Choudhary said, “It is a reasonably good expenditure… it’s an investment for future growth.”