With just 12 days to go for the Indian Premier League to start, Chennai Super Kings has signed a sponsorship contract with energy drink manufacture, Boost as their ‘Official Stamina Partner’.
The CSK team had made an announcement about the partnership by taking it to their social media handle, and posting a short clip while writing that “Boost is the secret of their energy”.
This is Boost’s first-ever association with an IPL franchise. The partnership will exclusively allow the brand to use the CSK team’s logo and images of their team players for marketing purposes and also create exclusive digital campaigns in association with the team.
Notably, Boost has a long history of being endorsed by cricketers, starting from Sachin Tendulkar in 1991. In recent times, MS Dhoni has appeared in numerous Boost advertisements with the tagline, Boost is the secret of my energy, which is still going strong.
Boost is mainly positioned to target younger generation in the age group of 5-14 years of age. It will be interesting to see how the brand will use this association in order to market their product.