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
February 18,2020

New Delhi, Feb 18: Skipper Virat Kohli has become the first Indian to reach the 50M followers mark on social media platform Instagram. Kohli, who is breaking cricketing records with each passing match, has a great social media following.

The 31-year old has so far made 930 posts on the platform and his social media posts continue to enthrall fans worldwide. Overall, Instagram's official account has the most number of followers and it is followed by Portugal's Cristiano Ronaldo, who has 200M followers.

In terms of Indians with most number of followers, Bollywood actor Priyanka Chopra is on the second spot with 49.9 followers while Deepika Padukone is on the third place with 44.1 followers.

Last year, Kohli had become the most successful Indian Test captain, surpassing Mahendra Singh Dhoni.

Currently, Kohli is in action against New Zealand and his side would take on the hosts in the two-match Test series, slated to commence from February 21.

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June 9,2020

Bengaluru, Jun 9: Former India skipper Rahul Dravid has said that Virat Kohli understands that the real respect for him as a cricketer will come through success in the longest format of the game.

Dravid, popularly known as 'The Wall', also said that Test batsmanship has become exciting to watch now as batters play aggressive shots more often.

"I actually believe Test batsmanship has become more exciting than before, the aggressive element of Test batsmanship is going forward, players are playing shots and it is good to see, a good thing for India is Virat Kohli really values Test cricket, he understands that the real respect for him as a cricketer will come from his success in Test cricket," Dravid told Sanjay Manjrekar in a videocast hosted by ESPNCricinfo.

He also said that defensive batting in cricket is not irrelevant, but added that players can have successful careers without having a good defensive technique.

"I don't think it is becoming irrelevant, maybe the value of defensive batting is not the same as it was a generation ago, it can never become irrelevant, I think you still need to defend your wicket if you want to score suns, I feel now you can survive without a good defensive technique in cricket," Dravid said.

"Today, you do not need to have a good Test career to have a successful career, look at the best players in the world today, a lot of them have a good defensive technique and they can play out difficult periods of the game," he added.

The 47-year-old Dravid also said that all young players want to represent their country in all three formats during their initial days, but eventually, they become realistic as time passes by.

"I would say in my interaction with the younger players, everyone's hero is someone who has succeeded in all formats of the game. I think all players start off wanting to play all formats, but then guys get a little realistic about their careers, superstars of the game will still want to play to all formats of the game," Dravid said.

Dravid is the only player in the history of cricket to be involved in two 300-plus ODI partnerships.

He played 164 Tests, 344 ODIs and one T20I for India. Dravid had announced his retirement from international cricket in March 2012.

He finished his career with 48 international centuries.

He has also coached the Indian junior sides (India U-19 and India A) and he is now the head of the National Cricket Academy (NCA).

Dravid has also led the side during his playing days and under his leadership, the side had managed to register their first Test series win in England.

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News Network
March 29,2020

Sydney, Mar 29: Steve Smith's two-year leadership ban ended quietly Sunday, leaving him eligible again to captain Australia at a time of uncertainty over when international cricket will resume.

Smith was stripped of the captaincy and banned from leading Australia for two years over his involvement in the 2018 ball tampering scandal in South Africa. His sentence ended Sunday and he can again captain Australia if called upon.

Australian players were due this week to conclude a series of matches in New Zealand and, for some, to join the Indian Premier League. But it wasn't clear Sunday if the IPL will take place this year and when international matches will resume. Australia's scheduled mid-year tours to England and Bangladesh are in doubt.

Smith told Channel Nine television's Sports Sunday he is doing his best to stay mentally and physically fit, training in his home gym, going on 10 kilometer (6 mile) runs and practising the guitar.

"It's obviously not looking likely (the IPL will go ahead) at the moment," Smith said. "I think there might be some meetings over the next few days to discuss what the go is with it all.

"I'm just trying to stay physically and mentally fit and fresh and, if it goes ahead at some point, then great. And if not, there's plenty going on in the world at the moment. So just play it day by day."

It seems unlikely Smith will return to the captaincy when cricket resumes. Tim Paine is firmly established as Australia's test captain and at 35 is not immediately considering retirement. Aaron Finch has captained Australia successfully in white ball cricket.

The conclusion of Smith's ban ends the period of upheaval in Australian cricket that followed the ball tampering incident in the second test at Cape Town in 2018 when Cameron Bancroft, with the knowledge of Smith and his vice-captain David Warner, used sandpaper to change the condition of the ball.

Smith and Warner received one-year bans from international and most domestic cricket and Bancroft was banned for nine months. The scandal also resulted in the resignation of coach Darren Lehmann and the departure of Cricket Australia's chief executive, James Sutherland.

Warner remains under a career-long leadership ban.

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