Etihad Airways, based in the United Arab Emirates (UAE), is a prominent player in the aviation industry, known for its luxury services and global network. On the other hand, the Chennai Super Kings (CSK) is one of the most successful and beloved franchises in the Indian Premier League (IPL), with a massive fan following across India and beyond. At first glance, the pairing appears mismatched, like trying to fit a square peg into a round hole.
If we do dive deeper, this association reveals potential motives behind Etihad’s sponsorship of CSK. One could argue that Etihad seeks to tap into the vast and fervent fan base of the IPL, particularly in India, where cricket is nothing short of a religion. By aligning its brand with a high-profile IPL team like CSK, Etihad aims to elevate its visibility by strengthen its presence in the Indian market. The association with CSK could provide Etihad with marketing opportunities, both domestically and internationally. With matches broadcasted to millions of viewers worldwide, the airline stands to gain extensive exposure, reaching demographics beyond its traditional customer base. Additionally, leveraging CSK’s star-studded line-up and charismatic players could enhance Etihad’s brand appeal amongst travellers.
Despite the potential benefits, Etihad’s sponsorship of CSK raises valid concerns. The airline industry, particularly in the wake of the COVID-19 pandemic, faced challenges, including plummeting demand, operational disruptions, and financial losses. In such tumultuous times, allocating resources to sports sponsorship may seem frivolous or even irresponsible to some stakeholders. The choice of CSK as a sponsorship partner may be perceived as a missed opportunity or a misjudgment on Etihad’s part. While CSK boasts a massive fan base and a storied history in the IPL, the team’s association with controversies, including the 2013 spot-fixing scandal, tarnished its reputation to some extent. This raises questions about the alignment of values between Etihad, a brand synonymous with luxury and reliability, and a cricket team with a checkered past.
