Product details

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Subject category: Marketing
Published by: International Institute for Management Development (IMD)
Originally published in: 2018
Version: 08.03.2018
Revision date: 17-Apr-2018
Length: 14 pages
Data source: Published sources

Abstract

Chennai Super Kings (CSK) was the most successful team of Indian Premier League (IPL) till it was banned for two seasons (2016-2017) in 2015. The match-fixing and betting controversy and the resulting lawsuit in the Supreme Court eroded the brand value of CSK from USD72 million in 2014 to USD67 million in 2015. Since the ban, key CSK players had moved to other IPL teams, with CSK captain Mahendra Singh Dhoni becoming the captain of Rising Pune Supergiants, and key CSK players Suresh Raina, R Ashwin, Dwayne Bravo and Ravindra Jadeja joining Gujarat Lions and Rising Pune Supergiants. Since the ban, newer sports leagues have also emerged and gained momentum because of the Indian viewers' new and insatiable appetite for all sports ranging from traditional kabaddi, wrestling, hockey and football to the newer badminton, tennis, boxing, futsal and mixed martial arts. With sports viewership spreading farther and wider than cricket, IPL is in for tough competition to gain and retain eyeballs. Under these circumstances, the return of CSK in 2018 is a challenge in itself. What strategies should CSK management adopt to rebuild the brand? Should it hire more star players to jump start rebuilding the brand? What factors could jeopardize the successful relaunch of CSK? What activities should the team engage in to increase fan involvement?
Locations:
Size:
>100 employees
Other setting(s):
September 2016

About

Abstract

Chennai Super Kings (CSK) was the most successful team of Indian Premier League (IPL) till it was banned for two seasons (2016-2017) in 2015. The match-fixing and betting controversy and the resulting lawsuit in the Supreme Court eroded the brand value of CSK from USD72 million in 2014 to USD67 million in 2015. Since the ban, key CSK players had moved to other IPL teams, with CSK captain Mahendra Singh Dhoni becoming the captain of Rising Pune Supergiants, and key CSK players Suresh Raina, R Ashwin, Dwayne Bravo and Ravindra Jadeja joining Gujarat Lions and Rising Pune Supergiants. Since the ban, newer sports leagues have also emerged and gained momentum because of the Indian viewers' new and insatiable appetite for all sports ranging from traditional kabaddi, wrestling, hockey and football to the newer badminton, tennis, boxing, futsal and mixed martial arts. With sports viewership spreading farther and wider than cricket, IPL is in for tough competition to gain and retain eyeballs. Under these circumstances, the return of CSK in 2018 is a challenge in itself. What strategies should CSK management adopt to rebuild the brand? Should it hire more star players to jump start rebuilding the brand? What factors could jeopardize the successful relaunch of CSK? What activities should the team engage in to increase fan involvement?

Settings

Locations:
Size:
>100 employees
Other setting(s):
September 2016

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