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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News Network
January 20,2020

Jan 20: Both Steve Smith and Rohit Sharma made sparkling centuries in Bengaluru, but it was the Indian who finished on the winning side, leading his team to a 2-1 series win.

Smith, having run out his captain Aaron Finch early on, dug in to bring up his ninth ODI century, his 131 off 132 balls setting India a target of 287 on Sunday, 19 January. Continuing the dazzling display of batting at the M Chinnaswamy stadium, Rohit struck 119 in 128 balls, and skipper Virat Kohli chipped in with 89, as the hosts chased down the target with seven wickets to spare in 47.3 overs.

With Shikhar Dhawan hurting his shoulder in the fifth over of the day and sidelined for the rest of the match, Rohit was reunited with KL Rahul – who had a chance to open the innings after coming in at No.3 and No.5 in the first two matches, while also standing in as wicket-keeper. The vice-captain was on the ball right away, dominating the scoring as India raced to 61/0 in the first 10 overs.

The introduction of spin gave Australia a vital breakthrough: Ashton Agar trapped Rahul in front on review, and although the new pair of Rohit and Kohli weren't unduly troubled, the run-rate slowed down. Josh Hazlewood, playing his first ODI in India and his first match in the format in 14 months, was especially miserly, conceding just 10 runs in his first five overs.

But, having settled in, the duo built a useful partnership of 137 and gave themselves the chance to hit out with wickets in hand. The part-time bowling of Finch and Marnus Labuschagne was punished, Rohit lapping up the short balls and sending them soaring into the stands. His century, his eighth against Australia, came with a single to third man.

Zampa finally got the breakthrough, having him caught in the deep going for another big one. But with Kohli having loosened his arms with a couple of beautiful fours off Pat Cummins to go past his half-century, India remained on course.

The skipper missed out on a hundred, but with Shreyas Iyer too clearing the ropes, there were no hurdles as India wrapped up an entertaining series win.

Earlier, the Indian bowlers struggled to find their lines after Australia chose to bat, but Australia weren't able to fully capitalise. David Warner was thrown by the movement to nick Mohammed Shami to the wicket-keeper, while Finch was caught short after Smith pulled out of a run, to leave the hosts at 46/2.

Labuschagne and Smith, though, combined for another special partnership, going at a brisk rate and showing delectable timing against spin. They had guided their side to 173 in the 32nd over when the a sharp piece of fielding from the home captain and strong bowling pulled things back.

Kohli, at cover, plucked a drive from Labuschagne soon after the batsman had reached his maiden fifty. Ravindra Jadeja had his second of the over when the experiment to send Mitchell Starc at No.5 lasted just three balls.

Alex Carey gave Smith company as he brought up a well-earned century, having fallen just short the previous game. The former skipper stepped up the scoring once he crossed three figures, a wristy helicopter six over deep square leg the highlight of his innings. But, excellent death bowling by Shami, who finished with four wickets, ensured the tourists were kept to under 300 – a total that proved below par.

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Agencies
March 13,2020

New Delhi, Mar 13: The remaining ODI series between India and South Africa has been called-off amidst the rising concerns over the coronavirus pandemic.

"The second and third ODI between India and South Africa in Lucknow and Kolkata respectively are called off," the BCCI source told media persons.

The first match of the series was abandoned due to rain and wet outfield without a toss at Himachal Pradesh Cricket Association (HPCA) stadium on Thursday.

The second and third ODI was scheduled to be played at Lucknow and Kolkata on March 15 and 18 respectively. Earlier on Thursday, the BCCI has decided to play the remaining two ODIs behind closed doors.

"After holding discussions with the MYAS and MOHFW, the BCCI on Thursday announced that the remaining two One-day Internationals (ODIs) of the three-match series of South Africa tour of India, 2020, will be played without any public gathering, including spectators," the BCCI had said in a statement.

The Union Health and Family Welfare Ministry has advised all the federations to avoid large gatherings.

World Health Organisation (WHO) on Wednesday had declared the coronavirus outbreak a 'pandemic' and expressed deep concerns.

The coronavirus disease was first detected in Wuhan in China's Hubei province, in late December, and has since spread worldwide.

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News Network
March 16,2020

Mar 16: With COVID-19 outbreak killing over 5,400 people globally, former Pakistan cricketer Shoaib Akhtar has lashed out at those responsible for making the coronavirus infect humans and blamed China solely for the outbreak.

"I don't understand why you have to eat things like bats, drink their blood and urine and spread some virus across the globe...I'm talking about the Chinese people. They have put the world at stake. I really don't understand how you can eat bats, dogs, and cats. I'm really angry," Akhtar said in a video posted on his Youtube channel.

"The whole world is at risk now. The tourism industry has been hit, the economy is badly affected and the whole world is going towards a lockdown.

"I'm not against the people of China but I'm against the law of animals. I understand this may be your culture but this is not benefitting you now, it is killing humanity. I'm not saying you boycott the Chinese but there has to be some law. You cannot go on and eat anything and everything," he added.

Coronavirus, which originated in China's Wuhan city, has so far spread to more than 100 countries, infecting over 1,30,000 people.

In Pakistan, the number of positive cases reached 28 on Saturday.

Many sporting events, including the Indian Premier League (IPL) and Pakistan Super League (PSL), have been affected by the disease which has now been declared a pandemic by the World Health Organisation (WHO).

While the IPL 2020, which was originally scheduled to start from March 29, has been postponed till April 15, the playoff stage of PSL has been curtailed and will be played behind closed doors.

"The biggest reason for anger is PSL...Cricket returned to Pakistan after so many years, the PSL was happening in our country for the first time now even that is at risk. The foreign players are leaving, it will take place behind closed doors," said Akhtar.

The total number of confirmed coronavirus cases across India has crossed 80 while two people have lost their lives due to the deadly disease. But Akhtar did not have the information and added: "God forbid the virus doesn't reach India. There are around 130 crore people there. I've been in touch with my friends in India and wishing them well."

In PSL, there will be no playoffs and the top four teams will now play semi-finals and then the final on March 17 and 18. The final was originally scheduled to be held on March 22.

"I've also heard that IPL has been postponed till April 15. The hotel industries, travel industries, broadcasters everything will incur losses because of this," he said.

The former Pakistan pacer also called on the world authorities to come out with a new animal protection law so that such diseases don't resurface in the future.

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