Leading technology products and services player UST Global has announced a sponsorship deal with Chennai Super Kings (CSK), leading Indian Premier League (IPL) cricket franchise.

The announcement was made during a press conference in Abu Dhabi, ahead of the seventh edition of the IPL, a UST Global spokesman said here.

3-year deal The three-year deal beginning in April 2014 with the two-time IPL champions adds to UST’s growing portfolio of sport sponsorship globally, he added.

The agreement will see the UST Global logo appear on the leading arm of the playing shirt, and on the back of the team’s helmets and caps.

CSK begins their IPL 7 campaign against the Kings XI Punjab at the Sheikh Zayed Stadium in Abu Dhabi on April 18.

Sajan Pillai, CEO of UST Global, said that he was delighted to announce the partnership with CSK on the eve of the seventh edition of the IPL.

“We believe in sport’s unique ability to engage with a mass audience, particularly sports such as cricket that enjoy a fanatical following.”

Brand promotion UST Global hopes to use the League’s huge global audience, especially in key markets across the Indian subcontinent and Asia, to effectively promote its services and solutions, Pillai said.

CSK are innovators and pioneers of what has become one of the most valuable sports leagues in the world, and an ideal partner for expanding UST Global’s business, he said.

Rakesh Singh, President of Marketing at India Cements that owns the CSK franchise, said that the partnership with UST Global would enhance CSK’s brand value and widen the fan base in the Middle East.

Sajan Pillai and CSK and Team India captain MS Dhoni together unveiled the new jersey and team colours at the event.

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