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Chennai Super Kings ink shirt deal with SNJ drinks group

Defending Indian Premier League champions Chennai Super Kings has struck a kit branding deal with regional beer and spirits group SNJ.

Under the deal, the CSK jersey will carry the logo of the SNJ 10000 beer brand on the leading arm and the lager brand British Empire on the back of the helmet.

SNJ chairman, Jayamurugan, said: “Team CSK and brands from the SNJ Group are larger than life and much loved. And a tie-up like this will be a roaring success.”

Both CSK and British Empire, SNJ’s flagship brand, share a lion motif in their corporate branding.

The Muthoot Group is CSK’s Principal Partner and main shirt sponsor this season, having signed a three-year deal before the 2018 season.

The conglomerate’s flagship brand, Muthoot Finance, has a strong presence in south India with more than 900 branches in the state of Tamil Nadu.