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
March 19,2020

Geneva, Mar 19: Regional Olympic officials are rallying around the IOC and have backed its stance on opening the Tokyo Games as scheduled, as direct criticism from gold medalist athletes built amid the coronavirus outbreak.

Leaders of continental Olympic groups praised the IOC after a conference call Wednesday to update them on coronavirus issues four months before the opening ceremony in Tokyo on July 24.

"We are living through an unpredictable crisis and as such, it is important that we have one policy, expressed by the IOC, and we follow that policy in unison," the Italy-based European Olympic Committees said.

However, when the International Olympic Committee published an interview with its president, Thomas Bach, after a separate call with athlete representatives, it prompted a four-time Olympic champion to urge postponing the games.

Bach acknowledged that many athletes were concerned about qualifying events being canceled, but noted that there were still four months to go until the games are set to be opened.

"We will keep acting in a responsible way in the interests of the athletes," Bach said.

British rowing great Matthew Pinsent wrote on Twitter that the comments from Bach, his former IOC colleague, were "tone deaf."

"The instinct to keep safe (not to mention obey govt instructions to lock down) is not compatible with athlete training, travel and focus that a looming Olympics demands of athletes, spectators organisers," Pinsent wrote.

Responding to the criticism from Hayley Wickenheiser, a four-time Olympic hockey gold medalist, the IOC said it was "counting on the responsibility and solidarity of the athletes."

Members reinforce faith in IOC

The IOC repeated its steadfast stance after a conference call with sports governing bodies, many of which have not completed qualification events for Tokyo.

"There is no need for any drastic decisions at this stage; and any speculation at this moment would be counter-productive," the IOC said.

That message was repeated after Wednesday's conference call by IOC executive board member Robin Mitchell, the interim leader of the group of national Olympic bodies known as ANOC.

"We share the view that we must be realistic, but not panic," Mitchell said in a statement released by the IOC on behalf of the Oceania Olympic group.

Offering unanimous support for the IOC's efforts to resolve qualification issues, the 41-nation Pan-American group noted challenges facing potential Olympians.

Australian Olympic Committee chief executive Matt Carroll said his organized recognized there was a global health crisis, but equally was assured by the IOC that the games would go ahead.

"We recognize people are suffering -- people are sick, people are losing jobs, businesses are struggling amid enormous community uncertainty. Things are changing everyday and we all must adapt," Carroll said.

"We owe it to our Australian athletes to do everything we can to ensure they will participate with the best opportunity in those Games."

Australia's team delegation leader said the focus now was "moving to the planning of our pre-Games preparation to ensure we get our athletes to the Games healthy, prepared and virus free."

"Clearly that is a major challenge for all National Olympic Committees," he said.

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News Network
April 28,2020

New Delhi, Apr 28: IPL franchise Royal Challengers Bangalore's Director of Cricket Operations Mike Hesson returned to New Zealand on Tuesday after being stranded in India for over a month amid the nationwide lockdown to combat the COVID-19 pandemic.

The ex-New Zealand player and coach had arrived in India on March 5 for the 13th edition of the Indian Premier League but was stuck in the country after the lockdown was imposed and all flights were suspended.

"What a wonderful sight after spending over a day on a bus to get to Mumbai airport. The staff on @FlyAirNZ were simply outstanding on our return to New Zealand," Hesson tweeted.

He also thanked Indian Prime Minister Narendra Modi, the New Zealand Embassy in India, New Zealand's Ministry of Foreign Affairs and New Zealand's Prime Minister Jacinda Ardern.

"Special thanks to Down pointing backhand index @NZinIndia @MFATNZ @narendramodi @jacindaardern #repatriationflight #india #NZ" he added.

To stem the spread of the coronavirus outbreak, India and New Zealand had announced lockdowns in their respective countries last month, alongside travel restrictions, forcing the 45-year-old to stay in Bengaluru.

While India remains in lockdown till May 3, New Zealand eased its stringent measures on Tuesday.

The IPL, which was originally scheduled to get underway on March 29, has been suspended until further notice due to the pandemic.

The cornavirus outbreak, that originated in the Chinese city of Wuhan, has infected over 30 lakh people across the world while killing more than two lakh.

All sporting events, including the Tokyo Olympics, have either been cancelled or postponed.

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News Network
April 24,2020

New Delhi, Apr 24: Veteran off-spinner Harbhajan Singh said he doesn't think Mahendra Singh Dhoni will play for India again, adding to the guessing game over the future of the superstar former captain.

Dhoni, 38, has not appeared for club or country since last year's 50-over World Cup and India's coronavirus lockdown could threaten his chances of getting back into the national team.

The Indian Premier League, the main platform before this year's scheduled T20 World Cup, is likely to be truncated or cancelled because of the pandemic.

Harbhajan, who plays with Dhoni at IPL side Chennai Super Kings, said international retirement was on the cards for Dhoni and that he was increasingly being asked about his teammate.

"It's up to him. You need to know whether he wants to play for India again," Harbhajan said in an online forum.

"As far as I know him, he won't want to wear India's blue jersey again. IPL he will play, but for India I think he had decided the (2019) World Cup was his last."

Dhoni, who gave up Test cricket in 2014, started training for the Super Kings in March but has not commented on his international future.

Dhoni led India to win the inaugural Twenty20 World Cup in 2007. He hit a six to seal the 2011 World Cup final victory and, along with it, his status as a national hero. He has amassed 10,773 runs from 350 ODIs.

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