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
March 6,2020

Mumbai, Mar 6: Former India batsman Virender Sehwag expressed excitement over the upcoming Road Safety World Series and said he is looking forward to playing with Sachin Tendulkar again.

"I am very excited about this tournament because I will get another chance to play with Sachin. We have played many international matches together and there was a gap and then we played an All-Star match and now again getting a chance. I am looking forward to playing with Tendulkar," Sehwag told media persons.

In the opening match of the Road Safety World Series, India Legends will play against West Indies Legends on March 7. The main aim of the Series is to create awareness about road safety and change people's mindset towards their behaviour on the roads.

Sehwag hailed the initiative of Road Safety World Series and said: "I think it is a very good initiative by the government that they are working towards creating awareness regarding road safety. Awareness regarding road safety is important for everyone."

Road Safety World Series, a five-nation T20 cricket tournament, will showcase some of the biggest names in cricket from India, Australia, Sri Lanka, West Indies, and South Africa.

Players who will feature in this series include Tendulkar, Sehwag, Brian Lara, Yuvraj Singh, Zaheer Khan, Shivnarine Chanderpaul, Brett Lee, Brad Hodge, Jonty Rhodes, Muttiah Muralitharan, Tillakaratne Dilshan, Ajantha Mendis and many more. Former India captain Sunil Gavaskar is the Commissioner of the Series.

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News Network
January 27,2020

Hamilton, Jan 27: In awe of Jasprit Bumrah, New Zealand wicketkeeper Tim Seifert says the Indian speedster's subtle variations have been difficult to pick in the ongoing T20 series and his side needs to a learn a thing or two about adapting from the visitors.

India beat New Zealand by seven wickets in the second T20 International in Auckland on Sunday to grab a 2-0 lead in the five-match series.

Bumrah returned with figures of 1-21 from his four overs as Indian skipper Virat Kohli changed his bowling plans from the first game.

"Even in the first game, Bumrah bowled slower balls that were going wider. Normally, death bowlers get into straighter lines, plus yorkers and mix it with chest height. He kind of changes things a lot and is tougher to play," Seifert said.

"...the ball was holding a lot more which made it tougher. So sometimes as a batsman you have to move away from the stumps and see if they bowl straight. I was backing myself to do something different instead of just standing there at the wicket," said the stumper, who remained unbeaten on 33 off 26 balls.

"It was tricky and the ball was holding a little bit. When Kane (Williamson) got out in the over against Yuzvendra Chahal, we knew it was the over to push because they had Bumrah coming back," he added.

He said New Zealand batsmen need to take a cue from their Indian counterparts on how to adapt to different conditions quickly.

"...Indian batsmen showed how to get under the ball and time it. They showed it a couple of times that and on the slower wickets you just have to keep it like that. Once you lose your shape, you are not in position," he said.

"Try to get them (bowlers) off line or off balance, try to get into that position to hit good balls. That's T20 cricket as well. Sometimes it's going 100 per cent but some times you have to take a breath and re-assess. Indian batters did that well."

Seifert believes New Zealand bowlers did reasonably well in the two games but they have been outplayed by the Indian batsmen.

"To be honest, in the first game they were 110-1 and they had wickets in hand. We didn't bowl too badly in that first game. In the second game, we only got 130 and it is tough to bowl at Eden Park (with that total)," he said.

"170 was the target in mind but once you get 130 on the board, that was going to be very hard at Eden Park against a team that is very strong and playing really well. But our spinners were outstanding. Good balls have gone to boundary.

He said coming into the T20 series on the back of a lost Test rubber in Australia also didn't help New Zealand's cause in the first two games.

"Boys are coming off a Test series (in Australia) and a lot of them haven't played T20 cricket for a while," he said.

"But for some like me, I have had the Super Smash for the last two months, so I have played a lot of T20 cricket. They have two games under their belt now so hopefully they will have a better understanding."

Asked if New Zealand would want to play on India's strength of chasing, Seifert replied, "Even in ODI cricket, India have chased down big totals but I think on that wicket it was going to get slower and slower.

"But with that small target on Eden Park, something special has to happen with top six (for a collapse). One batsman got fifty and the other was batting very well. We needed top five-six in the first 10 overs," he said.

The Black Caps are still confident of bouncing back in the series.

The third T20 will be played here on Wednesday before back-to-back matches in Wellington and Mt Maunganui. Seifert said they would like to replicate the 2019 tour of India, where New Zealand came out 2-1 victorious in the three-match series.

"We have lost the first two games but we haven't played badly. We definitely haven't played our best though while India has played very well. If we lose the series on Wednesday, it is not the end of the world. But if we can turn things around, and win, we will take things from there," he said.

"We won the series 2-1 last time, so we have to treat it like a three match series again. But we have to treat it like the first two are must-win games."

"We are not playing our best at the moment. There are 20-odd games before the World Cup, and that tournament is the pinnacle, so we will get there (in preparation),” he signed off.

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Agencies
April 15,2020

Former Australia batsman Mike Hussey has heaped praise on MS Dhoni, saying the veteran Indian wicketkeeper-batsman is the "greatest finisher" the game of cricket has ever seen.

"Dhoni is the greatest finisher of all time that the cricketing world has ever produced," Hussey said while speaking to Sanjay Manjrekar on ESPNcricinfo's Videocast.

"Dhoni can keep his cool and make the opposition captain blink first. Dhoni also has unbelievable power. He knows that when he needs to clear the ropes, he can do it. He has that kind of self-belief. Honestly, I didn't have that kind of belief in myself," he added.

The former Australian batsman, who shared the dressing room with Dhoni for the Chennai Super Kings, said the 38-year-old Indian believes in the philosophy that he who panics last, wins the game.

"I tried not to let it reach 12 or 13 runs an over," said Hussey while talking about his ability to finish the game without much hiccups.

"And I learnt this from MS Dhoni. He is incredible. He believes that he who panics last wins the game. So Dhoni would keep his cool, and keep it longer because the pressure is on the bowler as well," he added.

The 44-year-old believes that the greatest players of the game have a few common traits like "they don't hang on to a defeat for too long. If they lose, they move on quickly. They don't let a loss or a win hamper their thinking".

"They are always consistent, and level headed whether it's MS Dhoni or Ricky Ponting."

Hussey, who played 59 IPL matches for CSK, further revealed the secret about the franchise's success in the Indian Premier League.

"And I learnt this from MS Dhoni. He is incredible. He believes that he who panics last wins the game. So Dhoni would keep his cool, and keep it longer because the pressure is on the bowler as well," he added.

The 44-year-old believes that the greatest players of the game have a few common traits like "they don't hang on to a defeat for too long. If they lose, they move on quickly. They don't let a loss or a win hamper their thinking".

"They are always consistent, and level headed whether it's MS Dhoni or Ricky Ponting."

Hussey, who played 59 IPL matches for CSK, further revealed the secret about the franchise's success in the Indian Premier League.

"Supportive owners who let coach Stephen Fleming and captain Dhoni decide how to run the team, excellent chemistry between the coach and the captain, Dhoni's leadership and lastly the foresight of the owners, Fleming and Dhoni to pick the best players, particularly the good Indian players and then stick with them for as long as possible."

"This has built an excellent continuity in the team. And once you have continuity, you build relationships and trust that otherwise takes time to grow," he added.

Hussey also said that once Dhoni bids adieu to the game, CSK would probably like to start all over again.

"That's a 60-million-dollar question, and I am equally intrigued. I believe the owners would like to keep Dhoni involved in some way or the other," said Hussey.

"However, whenever the change of guard happens, CSK might want to start all over again, build a brand, new team, and use their existing philosophy as they enter the next decade of IPL. It is definitely going to be more challenging in current times," he added.

Dhoni was supposed to lead CSK in the 13th IPL edition which now stands postponed due to the coronavirus pandemic.

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