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.

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.
Agencies
August 2,2020

New Delhi, Aug 2: Batting great Rahul Dravid has attributed Chennai Super Kings' consistent run in the IPL to skipper Mahendra Singh Dhoni's instincts, game-smarts and the incredible amount of work that goes behind the scenes.

N Srinivasan, the former BCCI president and head of India Cements, which owns the CSK franchise, agreed that Dhoni is a man of instinct who doesn't believe in attending team meetings and going over data.

Both were speaking at a webinar organised by the Great Lakes Institute of Management.

"If you look at the success CSK has had, they've got really good access to data and they've got really good access to people behind the scenes and they've run cricket teams at the junior level," Dravid said at the webinar according to ESPNcricinfo.

The former India captain added, "They understand talent and they've obviously got a good scouting process in place. But, what they also have is a captain who really understands instincts.

"So, I mean, look, I know Dhoni quite well and I hope he hasn't changed, but I know Dhoni is probably not one to look at reams of data and statistics."

The Super Kings have won the lucrative tournament three times -- one less than Mumbai Indians -- and reached the knockouts in each of the 10 seasons they have been a part of.

Srinivasan also spoke about how Dhoni's instinct and judgement contributed to his team's success at a time when a lot of emphases is placed on data.

"We're awash with data just now. To give you an example, there are bowling coaches and in a T20 game, they play videos of every batsman whom they're going to come against and they see how he got out, what's his strength, what's his weakness etc.

"So, MS Dhoni doesn't attend this, he's a pure instinct man. The bowling coach, (head coach Stephen) Fleming will be there and everybody will be there, everyone is giving opinions, (but) he'll get up and go.

"In the context of instinct, he feels that okay he can assess a batsman or player on the field, that's his judgement. On the other hand, there is so much of data that is available to help a person also analyse. It's a very difficult line to draw (between data and instinct)."

Srinivasan also recalled how Dhoni once refused to take "one outstanding player" suggested by the franchise boss as that could have broken the team's cohesion.

"There was one outstanding player that we suggested to MS, he said: 'no sir, he will spoil the team'. The cohesion within the team is important and see in America, franchise-based sport has been there for such a long time," he said.

"In India, we're just starting and we're new to it. But we at India Cements have had a lot of experience running teams at junior levels."

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.
Agencies
July 7,2020

New Delhi, Jul 7: Wicket-keeper batsman MS Dhoni is known for his finishing heroics and ending the match with a big shot to send a billion people in a frenzy.

For over a decade, Dhoni's swashbuckling batting style, especially the famed helicopter shot, gave international bowlers a headache. As the former Indian skipper celebrates his 39th birthday today, let's relive his first century in international cricket.

It was on April 5, 2005, when Dhoni had registered his first international century. The former skipper registered the feat against Pakistan in the second ODI of the six-match series. The match was played at the Dr YS Rajasekhara Reddy ACA-VDCA Cricket Stadium in Visakhapatnam.

Dhoni had made his ODI debut against Bangladesh in 2004. However, he did not have a good outing as he scored just 19 runs in the three-match series. But the wicket-keeper truly arrived in the series against Pakistan in 2005, as he scored 148 runs in the second ODI of the six-match series at Visakhapatnam.

In the match, India won the toss and opted to bat first. The side lost Sachin Tendulkar's wicket in the fourth over of the innings and it brought Dhoni to the middle.

Dhoni, along with Sehwag, took on the Pakistan bowlers and the duo formed a 96-run stand, which saw Sehwag going past the 50-run mark. Sehwag (74) was sent back to the pavilion in the 14th over, but Dhoni then found support in Rahul Dravid and the duo stitched a 149-run stand.

Dhoni smashed 15 fours and four sixes in his innings and scored 148 runs from 123 balls, taking India's total to 356/9 in the allotted fifty overs.

India then managed to defend the total as the side bundled out Pakistan for 298 as Ashish Nehra scalped four wickets.

Dhoni has so far played 350 ODIs with his highest score being 183 against Sri Lanka. He also remains the only captain to win all major ICC trophies (50-over World Cup, T20 World Cup, and Champions Trophy).

Also referred to as 'Captain Cool', Dhoni is known for his calmness and exquisite captaincy on the field.

Over the years, he has cemented his place as one of the finest wicket-keepers across the world. His agility behind the stumps has given India many breakthroughs as the Ranchi-based wicket-keeper has done successful stumpings in no time.

He is also known for his knack of opting for reviews and many have jokingly remarked to change the 'Decision-Review System's' name to 'Dhoni-Review System'.

In December 2014, he announced his retirement from Tests and gave a chance to the likes of Wriddhiman Saha. Dhoni called time on his Test career after playing 90 Tests, managing to score 4,876 runs at an average of 38.09.

Then in 2017, he handed over the captaincy to Virat Kohli in the 50-over format. However, the wicket-keeper enjoys a great camaraderie with the latter and the duo have been seen often taking decisions together on the field.

Under Dhoni's leadership, India also managed to attain the number one ranking in Test cricket. His Indian Premier League (IPL) franchise Chennai Super Kings (CSK) has also won the tournament thrice under his leadership.

Dhoni was slated to return to the cricket field on March 29 during the IPL's opening match between CSK and Mumbai Indians. However, the tournament has been postponed indefinitely due to COVID-19 pandemic.

The 39-year-old has been currently enjoying some time away from the game. He last played competitive cricket during the 2019 World Cup. 

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.
News Network
January 22,2020

New Delhi, Jan 22: The pitches in New Zealand have become a lot more batting-friendly over the years, says iconic former batsman Sachin Tendulkar, insisting that India have the “ammunition” to trouble the sprightly hosts during the upcoming series.

Tendulkar, who has been on a record five New Zealand tours since 1990, feels that from seaming tracks during his early trips years, the tracks became high-scoring hard ones during his last tour back in 2009.

“Of late, the Tests in New Zealand have been high scoring and surfaces have changed,” Tendulkar told PTI during an exclusive interview.

India will play five T20 Internationals, three ODIs and two Tests during the tour starting with the shortest format on January 24.

From 2002, when India played ODIs and Tests on green tops, to 2009, when India won only their second Test series in 32 years, Tendulkar has seen it all in New Zealand.

“I remember when we played in 2009, the Hamilton pitch was different compared to other pitches. Other pitches got harder (Wellington and Napier) but not Hamilton. It remained soft.

“But Napier became hard with passage of time (where Gautam Gambhir scored an epic match-saving 12-hour hundred in 2009). So, from my first tour (in 1990 till 2009), I realised pitches got harder with passage of time,” Tendulkar said.

Tendulkar is confident that the Indian bowling attack, spearheaded by Jasprit Bumrah, has the ammunition to put New Zealand in trouble.

“We have a good bowling attack with quality fast bowlers as well as spinners. I believe we have the ammunition to compete in New Zealand.”

However, in Wellington, Tendulkar wants the team to be well-prepared to counter the breeze factor.

“Wellington, I have played and it makes a huge difference if you are bowling with the wind or against the wind. The batsman needs to be judicious in the choice of which end he wants to attack, it is very important,” he said.

Tendulkar said he would prefer spinners to bowl against the breeze.

“...the seamers bowling against the strong breeze need to be smart. So I would prefer that if there is strong breeze, let the spinner bowl from that end and from the opposite end, the fast bowler bowls with the breeze behind him,” he said.

The maestro is confident that Rohit Sharma's white ball experience will hold him in good stead in the Tests as well, an assignment that has been kept for the last leg of the trip, which begins with five T20 Internationals from January 24.

“The challenge would be to go out and open in different conditions. I think Rohit had opened in New Zealand in ODIs and has been there quite a few times, he knows the conditions well. Eventually, Test cricket is Test cricket,” he said.

“But all depends on surfaces that they provide. If they provide green tops, then it's a challenge.”

There is no Bhuvneshwar Kumar or Deepak Chahar in limited-overs series but Tendulkar is not ready to press the panic button.

“Injuries are part and parcel of the game when you play and push your body to the limits.

“When you play for your country you need to give your best and while you give your best, you can get injured. That's okay,” he concluded.

Comments

Add new comment

  • Coastaldigest.com reserves the right to delete or block any comments.
  • Coastaldigset.com is not responsible for its readers’ comments.
  • Comments that are abusive, incendiary or irrelevant are strictly prohibited.
  • Please use a genuine email ID and provide your name to avoid reject.