IPL 2021: CSK join hands with Myntra as ‘Principal Sponsor’ and ‘Official Fashion Partner’

IPL 2021 – CSK Myntra sponsorship deal: Chennai Super Kings (CSK) on Monday announced that it has joined hands with apparel e-commerce giants Myntra as their ‘Principal Sponsor’ and official ‘Fashion Partner’.

“Semma Style ah Geth ah! Myntra joins hands with Chennai Super Kings as ‘Principal Sponsor’ and ‘Official Fashion Partner’. India’s Leading Fashion Destination will feature all things yellovely for the #SuperFam!” CSK tweeted.

It is worth noting that InsideSport had previously reported that Myntra is the front runner for the ‘Principal Sponsor’ deal.

Meanwhile, CSK’s long term front-jersey partner Muthoot refused to renew the title sponsorship deal with Dhoni’s team. Now the deal with Czech Car company Skoda has fallen apart for CSK.

It is worth noting that it was reported that Skoda is signing 25 Cr deal with CSK as a title sponsor for IPL 2021. But for the reasons unknown, Skoda decided to back-out from the deal. According to the sources in the CSK management, online fashion company Myntra is being tipped as the new title partner for CSK for the season.

Also Read: IPL 2021: Big controversy around IPL 2021 Venues, RR, Punjab Kings and Sunrisers Hyderabad ‘very upset’ with BCCI

InsideSport reached out to Myntra management but they refused to confirm the development. It is worth mentioning that the deal between CSK-Myntra will be in the range of 22-23 Cr which is shade less than what CSK was expecting from the market.

Founded in 2007, Myntra was acquired by Flipkart in 2014. The company later acquired fashion e-retailer Jabong in 2016. It has since grown to become one of the country’s biggest online fashion websites.

Also Read: IPL 2021: SRH, RR and Punjab Kings to lose home advantage as no Hyderabad,

Is performance the reason why CSK is struggling with sponsorships?

MS Dhoni’s CSK has been always a big hit with the sponsors. Never ever 3 times IPL champions have struggled for sponsorships. According to few industry experts, things have changed now. The performance of the squad in IPL 2020 and age of the squad can hit CSK this year according to few experts.

“IPL is all about performance. When CSK was performing, Dhoni was on top of the world – brands were lining up CSK’s doors. With performance getting patchy by the day and Dhoni in retirement mode – it will be little tough for CSK this year”, according to one of the top industry expert dealing in IPL team sponsorships since its inception.

Also Read: IPL 2021: Good news for IPL 2021, Upstox to join IPL as Official Partner

CSK’s squad for IPL 2021

CSK retained players – MS Dhoni, Suresh Raina, Ambati Rayudu, N Jagadeesan, Faf Du Plessis, Ruturaj Gaikwad, Sam Curran, Ravi Jadeja, Dwayne Bravo, Mitchell Santner, Josh Hazlewood, Shardul Thakur, Karn Sharma, KM Asif, Imran Tahir, R. Sai Kishore, Deepak Chahar, Lungi Ngidi.

Additions — Moeen Ali, Krishnappa Gowtham, Harisankar Reddy, Bhagvath Varma and Cheteshwar Pujara