The hangover of T20 is still not over. T20 gave a rebirth to the love of cricket in India. Moreover it was most commercialized form of cricket. Many companies associated with different teams of T20 are planning to launch their brands in the names of the team. India cement is one such company. It was associated with Chennai Super Kings which came second in the inaugural T20 cricket tournament.

While the details are yet to be finalized; India Cements is considering using the Chennai Super Kings brand recognition for its products as it forays into the North. Possibly, a Super King brand for the cement. It has achieved a level of recognition in the last five months that none of its cement brands Sankar, Coromandel or Rasi can boast of - brands that are essentially leaders in the South. The company will also think about the launch of this brand by Mahendra Singh Dhoni. Mr N. Srinivasan, Vice-Chairman and Managing Director, India Cements Ltd, is convinced that the franchise has gained immense value and brand recognition throughout the country through the Indian Premier League tournament. Something that could prove of immense value to the South-based company that is implementing Rs 2,000-crore expansion programme that will see it expand to the northern markets, says Mr Srinivasan.

Or how about a Mahendra Singh Dhoni, captain of the Chennai Super Kings team, launching a cement brand. The company plans to set up plants in Rajasthan and Himachal Pradesh, and is prospecting for limestone in Madhya Pradesh. By March 2010, it expects to double capacity to 18 million tonnes.

A leading investment banker has reportedly valued the Delhi Daredevils, another of the IPL franchisees, at $1 billion, even though the team lost in the semi-finals. Let the Champion's League happen in September, when Chennai Super Kings is one of the two IPL franchises that is set to participate, the value will soar.

According to company officials, all the consumer goods companies that were associated with Chennai Super Kings have evinced interest in co-branding their products with the IPL franchise. These include market leaders such as Reebok, Peter England (which is considering a Chennai Super Kings sports line), Café Coffee Day and Camlin Stationery.