British Empire, a beer brand of Chennai-based company continues its association with Chennai Super Kings (CSK) as ‘Principal Sponsor’. According to the deal, the logos of the company’s brandy brand British Empire and beer brand SNJ 10000 will both be featured on the CSK team kit.
British Empire was launched by SNJ Distillers in April 2011 in Tamil Nadu. In February 2019, just before the start of the IPL, Chennai Super Kings signed a deal with British Empire and SNJ Distilleries Private Limited.
As per the agreement, the SNJ 10000 logo will be seen on the lead arm of the team’s jersey whereas British Empire will be seen on the back of the helmet. Since the advertisement of alcohol is banned in India, the two brands will feature as British Empire glasses and SNJ 10000 packaged drinking water.
Last year the brand released a TVC titled ‘The Spirit of Champions’ featuring MS Dhoni, Suresh Raina and Harbhajan Singh. The brand seeks to make the most of this association by leveraging their brand image at the National level and also increase their consumer growth.
CSK is known for its winning momentum and British Empire wants to be a part of the celebration in a more grand way.