MS Dhoni loses five brand endorsements as his popularity seems to wane

December 19, 2012

MS-Dhoni

New Delhi, December 19: MS Dhoni may or may not retain his captaincy, but his popularity seems to be on the wane at least in the corporate world, with five companies ending endorsement deals with the Indian cricket captain.

Only 22 advertisers used Dhoni in commercials during January-November, down from 27 a year earlier, shows data put together by research and media-tracking agency TAM for ET. The number of products or brands he endorses declined even more sharply to 28, from 43.

Some industry experts say the country's most successful and bankable sportsperson so far, with estimated earnings of more than Rs 70 crore a year from endorsements, may see his brand value dip up to 30% if he loses the Test captaincy.

"Any change in Dhoni's current position may lead to a dip in his endorsement brand value by 25-30%," says Shailendra Singh, joint MD of entertainment and talent management firm Percept Ltd. "There's always a premium brands pay when they sign up a captain," he says.

But Dhoni has many backers, including companies such as PepsiCo that recently renewed his endorsement contract. Arun Pandey, promoter of talent management firm Rhiti Sports that manages Dhoni's business deals, says the number of advertisers has gone down because contracts with some smaller advertisers were not renewed.

"Some brands could not afford Dhoni, while for others he became bigger than the brand themselves. So brands like Dainik Bhaskar and Cello fell out of the list," says Pandey, who is also a close confidante of the Indian captain.

He says many brands are willing to pay 'any price' to have Dhoni on board. "But we cannot partner with everyone as Dhoni's schedule is very tight."

A series of poor performance by team India in Tests — which included back-to-back 0-4 whitewash against England and Australia and the recent 1-2 loss at home to England, their first series win here in 28 years — has led to loud calls for Dhoni's sacking, with several former cricketers blaming the captain for the team's shameful show.

Latika Khaneja, founder and director of sports marketing firm Collage Sports Management, says Dhoni's valuation will take a hit if he does not come out of the current phase soon. The exact impact will depend on his on-field performance, she adds.

But many brands still find Dhoni the best bet. Snack foods and beverages company Pepsi-Co is learnt to have renewed its endorsement deal with the captain for Rs 12 crore a year. "We are proud of MSD, his achievements and his stature as a youth icon and have invested in a longterm partnership with him," a PepsiCo spokesperson says.

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Agencies
June 7,2020

Mumbai, Jun 7: The Mumbai airport became home for a 23-year-old Ghanaian footballer for 74 days after he got stranded there due to the coronavirus-induced lockdown that led to cancellation of flights.

The ordeal of Randy Juan Muller reminded people of Tom Hank's character in the Hollywood film "The Terminal", and it ended after Yuva Sena, the youth wing of the Shiv Sena, reached out to help him.

Muller has now shifted to a local hotel and is waiting for airlines to resume operations so that he can fly home.

The Mumbai International Airport Ltd (MIAL) also provided him all help, including food, and allowed him to use the airport WiFi network to make calls, an official said.

Muller, a Ghana national who used to play for a club in Kerala, was scheduled to fly home by Kenya Airways flight when the lockdown was announced and he found himself stranded at the Mumbai airport.

"He would spend his time at the airport's fancy artificial gardens and somehow buy food from stalls and pass his time with the airport staff. Muller told me the airport staff was very helpful," Yuva Sena office-bearer Rahul Kanal said.

A security officer at the airport gave him mobile phone to call his family back home.

A Twitter user brought Muller's plight to the notice of Maharashtra Tourism Minister Aaditya Thackeray following which Kanal reached out to the footballer and helped him move into a hotel.

On Saturday, Muller thanked Thackeray and Kanal for their help.

"Thank you Aaditya Thackeray, Rahul Kanal. Thank you very very so much. I appreciate what you have done. Salute," he said.

Kanal in a tweet said when he met Muller at the airport, the latter cried with happiness.

"Have no words to salute his willpower and fight for survival in such circumstances at this age," Kanal said.

An official at the Mumbai International Airport Ltd said the footballer was provided all help.

"All personnel at the airport, including from MIAL and CISF, gave him every possible help during his stay at the airport. Besides food, he was also allowed to use the airport WiFi network to make calls. Airport staff would recharge his phone at their own expense," the official said.

The 2004 film "Terminal" of Steven Spielberg was about a man stranded at a US airport after being denied entry into the country and a military coup back home.

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News Network
April 4,2020

New Delhi, April 4: India skipper Virat Kohli has said that the 2014 Test series against England was the lowest point of his career.

He made the revelation during a candid Instagram Live session with former England batsman Kevin Pietersen.

To date, the 2014 Test series in England remains one of the worst Test series for Kohli as he averaged just 13.40 from 10 ten innings with his highest score being 39.

"I felt like as a batsman, you know you are going to get out in the morning as soon as you wake up. That was the time I felt like that there is no chance I am getting runs. And still to get out of bed and just get dressed for the game and to go out there and go through that, knowing that you will fail, was something that ate me up," Kohli told Pietersen.

However, just four years later, Kohli made a triumphant return to England as he scored a century in the opening Test of the 2018 series and finished as the highest run-getter in the series.

Kohli told Pietersen that the performance in 2014 came because he was just thinking about his own batting.

"2014 series happened, for all the younger guys listening, because I was too focused on doing well from a personal point of view. I wanted to get runs. I could never think of what does the team want me to do in this situation," Kohli said.

"I just got too engulfed with England tour - if I perform here, Test cricket, in my mind I am going to feel established and all that crap on the outside, which is not important at all," he added.
During the chat, Kohli talked about his favourite format in cricket and he also revealed the main reason for turning into a vegan.

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News Network
February 21,2020

Wellington, Feb 22: shant Sharma's lion-hearted bowling effort met its match in Kane Williamson's elegance as New Zealand ended an attritional second day of the opening Test against India with a slight upper-hand, here on Saturday.

After another lower-order collapse that saw India get bundled out for 165, Ishant, coming straight back from an ankle injury, took three for 31 in 15 overs despite Williamson's effortless 89 in New Zealand's day-end score of 216 for 5.

New Zealand now lead by 51 runs.

Mohammed Shami (1/61 in 17 overs), during his final spell of the day, removed Williamson, who couldn't check an uppish drive. Henry Nicholls' (17 off 62 balls) struggle seemed to have hampered Williamson's rhythm.

During the final hour, Ravichandran Ashwin (1/60 in 21 overs), who also bowled beautifully throughout the day, relieved Nicholls' of his agony with a delivery that had drift and a hint of turn as India skipper Virat Kohli snapped the low catch at second slip.

Williamson looked good as he hit some delightful strokes square off the wicket. The square drive on the rise off Jasprit Bumrah (0/62 in 18.1 overs), followed by a cover drive, showed his class.

In all, the New Zealand skipper hit 11 boundaries off 153 balls.

Bumrah, in particular, was punished by Williamson, who also back-cut him for a boundary and Taylor then punished another half volley through the covers.

There were quite a few loose deliveries on offer from the Indian pacers and in between a few did beat the bat. With the 'Basin' baked in sunshine, batting became lot more easier and Black Caps seized the initiative.

Bumrah, in particular, failed to find his length consistently. Either he bowled too full and drivable length deliveries or too short that even Rishabh Pant failed to gather with the ball going a couple feet over his head.

This is where Ishant came into the picture. While he was lucky to get opener Tom Latham out with a delivery drifting on leg-stump, the other opener Tom Blundell (30) had a typical Ishant dismissal written all over it.

The ball was full on the off-stump channel and jagged back enough to find the gap between his bat and pad.

Williamson and Taylor then had a partnership of 93 runs during which New Zealand also got the lead before Ishant, coming back for his third spell, bowled one that reared up from good length and proved to be an easy catch for Cheteshwar Pujara at short-leg.

Once Nicholls came in, Williamson, who was batting fluently, suddenly had a player at the opposite end who scored only 4 off 34 balls.

Looking good for his 22nd Test hundred, Williamson, in his bid to get another boundary, couldn't check a cover drive and the low catch was taken by substitute fielder Ravindra Jadeja.

Earlier, New Zealand's debutant Kyle Jamieson and veteran Tim Southee took four wickets apiece as Indian innings folded in 68.1 overs.

Jamieson (4/49 in 16 overs) and Southee (4/49 in 20.1 overs) took four of the five wickets that fell on the second morning with India adding only 43 runs to their overnight score of 122 for 5.

Rishabh Pant (19) started with a six but then a horrible mix-up with senior partner Ajinkya Rahane (46) resulted in a run-out and the little chance of recovery was gone for good.

It was a poor call from the senior player and Pant had to sacrifice his wicket in the process.

Ashwin then received a beauty from Southee, pretty similar to what Prithvi Shaw got, while Rahane inside edged one while trying to leave it alone.

With India at 132 for 7, Rahane knew that time was running out as he played a square drive off Trent Boult to get him a boundary.

Southee then got rid of Rahane when he tried to shoulder arm a delivery that made a late inward movement. Mohammed Shami's entertaining 21 then enabled the visitors to cross the 150-run mark.

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