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
May 22,2020

India's cricket board will not push for the Twenty20 World Cup in Australia to be postponed but would consider staging the Indian Premier League (IPL) in the October/November slot if it becomes available, a senior BCCI official has told Reuters.

This year's IPL, which is worth almost $530 million to the BCCI, has been indefinitely postponed because of the COVID-19 pandemic while the World Cup, which is scheduled to begin on Oct. 18, is also in jeopardy.

Reports in Australian media have suggested India's influential board may look to push for the World Cup to be postponed to open up a window for the IPL.

World Cup contingency plans are on the agenda at next week's International Cricket Council (ICC) board meeting but BCCI treasurer Arun Singh Dhumal said India would not be recommending it be pushed back.

"Why should the BCCI suggest postponing the Twenty20 World Cup?" Dhumal told Reuters by telephone.

"We'll discuss it in the meeting and whatever is appropriate, (the ICC) will take a call.

"If the Australia government announces that the tournament will happen and Cricket Australia is confident they can handle it, it will be their call. BCCI would not suggest anything."

While Australia has seen new infections of the novel coronavirus slow to a trickle and is gradually easing travel curbs and social distancing restrictions, hosting a 16-team World Cup would be a Herculean task for Cricket Australia.

Dhumal questioned whether the tournament should go ahead if it had to be played without spectators and said the Australian government would play a key role in any decision.

"It all depends on what the Australian government says on this - whether they'd allow so may teams to come and play the tournament," he added.

"Will it make sense to play games without spectators? Will it make sense for CA to stage such a tournament like that? It's their call."

Cricket Australia chief executive Kevin Roberts was guarded about the prospects of staging the tournament as scheduled on Friday.

"We don't have clarity on that one, yet. But as the situation continues to improve, you never know what might be possible," he said.

"It's ultimately a decision for the ICC."

The ICC has said it was unlikely to make a final call on the fate of the World Cup until August but some boards are in the process of making contingency plans in the event of a postponement.

While the BCCI recognised an open October-November window would suit the IPL, Dhumal said there was no point in making plans until there was some certainty about the World Cup.

"If we have the window available, and depending on what all can be organised, we'll decide accordingly," he added. "We can't presume that it's not happening and go on planning."

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News Network
January 17,2020

Jan 17: Indian tennis ace Sania Mirza cruised into the women's doubles final of the Hobart International with her Ukrainian partner Nadiia Kichenok here on Friday.

Sania and Kichenok sailed past the Slovenian-Czech pair of Tamara Zidansek and Marie Bouzkova 7-6 (3) 6-2 in the semifinal contest that lasted one hour and 24 minutes.

The fifth-seeded Indo-Ukrainian combination will lock horns with second seeds Shuai Peng and Shuai Zhang of China. The Chinese pair got a walkover after Belgium's Kirsten Flipkens and Alison Van Uytvanck conceded the other semifinal match because of injury.

While Sania and Kichenok had to fight hard in the opening set, the second set was a cakewalk for the combination.

The first set was a tough contest between the two pairs, bringing the tie-breaker into the equation after it was level at 6-6.

In the tie-breaker, Sania and Kichenok upped their game by a few notches to outsmart their opponents and take the lead.

The second set was a no-contest as Saina and Kichenok broke their opponents thrice -- in the second, sixth and eighth game -- to easily pocket the set and a place in the summit clash.

Saina and Kichenok got 11 break chances out of which they converted four, while their opponents utilised two out of the five break chances that came their way.

The 33-year-old Sania is returning to the WTA circuit after two years. During her time away from the game, she battled injury breakdowns before taking a formal break in April 2018 to give birth to her son Izhaan. She is married to Pakistani cricketer Shoaib Malik.

Before the ongoing event, Sania last played at China Open in October 2017.

A trailblazer in Indian tennis, Sania is a former world No.1 in doubles and has six Grand Slam titles to her credit.

She retired from the singles competition in 2013 after becoming the most successful Indian woman tennis player.

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News Network
July 19,2020

Dubai, Jul 19: On hold for the past two months, the fate of this year's T20 World Cup will be up for a decisive round of deliberation when the ICC board meets virtually on Monday with the BCCI hoping for a postponement to ensure that the IPL can go ahead.

The global event is supposed to be held from October 18 to November 15 in Australia but the country's cricket board had, in May itself, expressed its inability to host amid a second surge of Covid-19 cases in the state of Victoria.

With India's case load also exceeding the 10 lakh mark, including more than 26,000 deaths, the IPL, if it is held, is likely to move to the UAE once the central government gives its go ahead.

"The first step was postponement of Asia Cup, which has happened. We can only start to move ahead with our plans after the ICC announces the postponement. They have been sitting on the decision even after Cricket Australia said that they are not too keen on hosting the event," a BCCI Apex Council member told PTI on conditions of anonymity.

This year's T20 World Cup will likely be held in Australia in 2022 as India doesn't want to swap its 2021 hosting rights with Cricket Australia as of now.

That Australia won't be hosting the mega event was clear after the cricket board told its players to prepare for a white-ball series against England scheduled for late September.

CA has even announced a 26-strong preliminary squad for that tour.

The ICC, on its part, has maintained that it wants to explore all possible "contingency" options before taking a call of such immense magnitude. And it is not unusual for the governing body to wait this long.

"Pakistan was supposed to host the Champions Trophy in 2009. After the terrorist attacks on the Sri Lankan team bus, everyone in their proper senses knew that PCB will never host a big event in distant future," said a source familiar with the functioning of the ICC.

"Yet, ICC deputed its employees in Pakistan for months when South Africa was already preparing to host the event. Everyone knew but a formal announcement of shift took months as threat assessment was part of protocol.

"The ICC couldn't have just postponed 9the T20 World Cup) immediately as initially, the top ministers of the Australian government expressed keenness to host," he added.

The Pakistan Cricket Board has also resigned itself to this outcome after vehemently opposing the Indian board.

The postponement of Asia Cup, which was supposed to be hosted by the PCB, to 2021 was a big blow to Ehsan Mani and his team.

"We have had a lot of discussions and the feeling is it (T20 World Cup) would not be possible this year. ICC has World Cups lined up in 2021 and 2023 so we have a gap year where we can adjust this event," Mani had recently said while talking to reporters in his country.

It has been learnt that PCB is contacting other boards in the hope of finalising some bilateral engagements as the national team has nothing lined up after its England tour.

Nomination process for Chairman's election:

The other issue that is likely to come up for discussion in Monday's meeting is the nomination process for the next independent chairman of the ICC after Shashank Manohar's resignation earlier this month.

It is learnt that there is no consensus on what should be the criteria in case multiple candidates join the fray.

"The board is not united on whether the usual 2/3rd majority to decide will be used (as its in case of policy decision) or the case of simple majority among the 17 board members," an ICC Board member said.

England and Wales Cricket Board's Colin Graves was considered the top contender with BCCI president Sourav Ganguly's name also being floated.

Ganguly's candidature will certainly depend on whether the Supreme Court waives off the cooling off period and allows him to continue as BCCI president beyond July 27 when he completes six years as an office-bearer in the Indian Board's state and national units.

When asked about the possibility of taking up the ICC job in a recent interview, the 48-year-old said he is young and and in no hurry for the position.

New Zealand's Gregor Barclay, Hong Kong's Imran Khawaja, who is currently the interim chairman, are also being talked about as potential candidates.

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