Chennai Super Kings (CSK): Growing and Leveraging Brand Equity
Joffi Thomas, Biswarup Saha, and Chandrasekhar Satpathy
Indian Institute of Management Kozhikode, India
Volume 12: 2017, pp. 89-116; ABSTRACT
The case concerns formulating a strategy to grow and leverage the brand assets of Chennai Super Kings (CSK), a cricket franchise of the Indian Premier League (IPL). IPL was a professional Twenty20 cricket league in India, founded in 2008. CSK has been one of the most successful teams among the eight IPL franchisees in 2012. Rakesh Singh, Vice President of CSK was evaluating possible ways to build the CSK brand equity and grow its revenue. CSK’s annual revenue was $26.5MM in 2011 and the brand was valued at $70.16MM. Singh wanted to grow the brand equity and sales to the levels of the major international sporting clubs of the world such as that of Manchester United valued at $853MM (sales revenue of approx. $360 MM) or LA Lakers, the NBA team valued at $900MM in 2011. The case provides an opportunity for readers to learn how to leverage a sports franchise’s brand assets and grow its brand equity in the international sporting arena.
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