MUMBAI: The Indian Premier League is all about mega bucks and each franchisee is hard at task trying to rope in as many sponsors. Chennai Super Kings, headed by Mahendra Singh Dhoni, has struck gold as there are 14 companies backing them.

While Aircel is the chief sponsor, brands like Cloud 9, Reebok and 7Up occupy top honours. A relatively unknown local ayurveda company, Nivaran 90 has paid almost Rs 5 crores to make it to the CSK T-shirt. Last year, Peter England organized a fashion show with all their players walking the ramp. This year, the clothing company is just another sponsor.

The franchisee also boasts of brands like Band Aid, Nivea for men, Lays, Orbit and Boomer. Media partners have also been roped in with the channel partner being Star Vijay and radio station Hello 106 FM.

Another big sponsor for Chennai Super Kings is Big Bazaar. The company has Dhoni as its brand ambassador and as an extension of that association, the brand has come forward to tie up with the cricket team.

Last year very few franchisees were able to register a profit. But it appears that aggressive marketing on the part of the Chennai Super Kings may ensure that they will rake in the moolah, this time round.