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 19,2020

Feb 19: India captain Virat Kohli on Wednesday dropped enough hints to indicate that seniormost pacer Ishant Sharma and young opener Prithvi Shaw will be in the playing XI for the first Test against New Zealand in Wellington. If India's net session on Wednesday is taken into consideration, Wriddhiman Saha is starting as the wicketkeeper ahead of Rishabh Pant for the series opener beginning on Friday. Hanuma Vihari, the team's designated No 6 batsman for away Tests, will be the fifth bowling option with Jasprit Bumrah, Mohammed Shami and Ishant being three specialist pacers.

Ravichandran Ashwin is in the mix for the lone specialist spinner's spot though Ravindra Jadeja's all-round skills can't be ignored either.

Ishant, who was out for three weeks with an ankle injury sustained during a Ranji Trophy game, bowled full tilt at the nets and even earned appreciation for troubling batsmen with his pace and bounce.

"He (Ishant) looked pretty normal and pretty similar to what he was bowling before the ankle injury. He is hitting good areas again and he has played (Test cricket) in New Zealand couple of times, so his experience will be useful to us. It was really good to see him bowling with pace and in good areas," Kohli said during his media interaction.

The skipper also said in as many words that the team wouldn't like to change Shaw's natural stroke-play which was a good enough hint that Shubman Gill will have to warm the benches for now.

"Prithvi is a talented player and he has his own game and we want him to follow his instincts and play the way he does. Look, these guys have no baggage and are not desperate to perform in any manner," the skipper said.

The skipper wants Shaw to take a leaf out of Mayank Agarwal's performance in Australia back in 2018-19 when he hit back to back half-centuries in Melbourne and Sydney.

"They don't have any nerves to do well overseas. Like a clear head with which Mayank played in Australia, Prithvi can do the same in New Zealand.

"A bunch of guys playing with fearlessness, something that can motivate the whole team, gives us start that the team wants and not get intimidated by the opposition in any way."

The skipper downplayed India's below-par show in the three-match ODI series, especially that of Agarwal.

"Prithvi, I think you can call him relatively inexperienced and Mayank, I wouldn't call him that inexperienced because he has scored a lot of runs last year. So he understands what his game is like in Test cricket.

"I think sometimes in white ball cricket we try to do too much but once you come into red ball cricket, you fall into that disciplined mode of batting, which obviously suits him much more at this stage."

While he didn't give an answer on the Saha-Pant debate, the burly Delhi keeper had precious little to do at the main nets and was seen spending more time doing his keeping drills and only got an opportunity to bat when the first team completed its routines.

New Zealand are likely to go with an all-pace attack but the Indian captain wants to stick to his team's strengths which is play with one spinner in the four-pronged bowling attack.

"If it had been a Johannesburg pitch, I could have said it's a possibility (to play four pacers) but our team has that skill that we can bowl out other teams with only three fast bowlers," he sounded confident.

"But you need one world class skillful spinner, who can take wickets on any pitch. We won't copy the home team. We would rather figure out what is the most lethal combination, which gives us balance," he added.

"As a bowling group it's better than the one that came to NZ last time and that is why we have got so many teams all out in last two and half years. We would like to repeat that here also," Kohli added.

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News Network
June 24,2020

New Delhi, Jun 24: Star Bangladesh all-rounder Shakib Al Hasan deeply regrets his "silly mistake" of not reporting a corrupt approach by an Indian bookie to the ICC, leading to his one year suspension from the game.

Shakib was banned for two years, one year of it suspended, for failing to report corrupt approaches during an IPL edition by an alleged Indian bookie named Deepak Aggarwal.

"I took the approaches too casually When I met the anti-corruption guy and told them and they knew everything. Gave them all the evidence and they knew everything that happened," Shakib told Harsha Bhogle on 'Cricbuzz in Conversation'.

"To be honest, that's the only reason I was banned for a year, otherwise I'd have been banned for five or 10 years," he added on the ICC's investigation.

The 33-year-old, who was in brilliant form before the ban, amassing 606 runs in the 2019 World Cup in the UK, said he regrets how he went about the situation.

"But I think that was a silly mistake I made. Because with my experience and the amount of international matches I've played and the amount of ICC's anti-corruption code of conduct classes I took, I shouldn't have made that decision, to be honest."

Lesson learnt, Shakib's advice to all young criceters is to never take any such message lightly.

"I regret that. No one should take such messages or calls (from bookies) lightly or leave it away. We must inform the ICC ACSU guy to be on the safe side and that's the lesson I learnt, and I think I learnt a big lesson," he added.

The all-rounder, whose ban ends on October 29, said he became a bit arrogant and never felt he was doing anything wrong by not reporting the bookie's approach immediately.

"Because you do most things right in your life, you tend to get arrogant with some decisions. You may not realise but you're doing wrong by the books. It never came to my mind that I am doing something wrong

"It was just a feeling of 'okay, what's going to happen, leave it' and I continued with my life. But that's the mistake I made. And that happens," Shakib said.

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News Network
May 10,2020

New Delhi, May 10: Former Australia captain Ian Chappell has proposed radical changes in the LBW laws, stating that a batsman should be given out leg before as long as the ball is hitting the stumps irrespective of the spot of its landing and impact.

Chappell also said captains should agree on one way of working up the ball which will encourage swing bowling, even as the ICC is considering the use of artificial substances to shine the ball instead of sweat and saliva in post-COVID-19 scenario.

"The new lbw law should simply say: 'Any delivery that strikes the pad without first hitting the bat and, in the umpire's opinion, would go on to hit the stumps is out regardless of whether or not a shot is attempted'," he wrote in a column for ESPNcricinfo.

"Forget where the ball pitches and whether it strikes the pad outside the line or not; if it's going to hit the stumps, it's out."

The 76-year-old said the change in lbw law would attract expected criticism from the batsmen but it would make the game more fair.

"There will be screams of horror - particularly from pampered batsmen - but there are numerous positives this change would bring to the game. Most important is fairness.

"If a bowler is prepared to attack the stumps regularly, the batsman should only be able to protect his wicket with the bat. The pads are there to save the batsman from injury not dismissal.

"It would also force batsmen to seek an attacking method to combat a wristspinner pitching in the rough outside the right-hander's leg stump," said Chappell.

He cited Sachin Tendulkar's example on how he negotiated Shane Warne's round the wicket tactic during the 1997-98 Test series in India.

"Contrast Sachin Tendulkar's aggressive and successful approach to Shane Warne coming round the wicket in Chennai in 1997-98 with a batsman who kicks away deliveries pitching in the rough and turning in toward the stumps. Which would you rather watch?

"The current law encourages "pad play" to balls pitching outside leg while this change would force them to use their bat. The change would reward bowlers who attack the stumps and decrease the need for negative wide deliveries to a packed off-side field," he said.

Chappell said his proposed change to the lbw law would also cut down "frivolous" DRS challenges.

"This change to the lbw law would also simplify umpiring and result in fewer frivolous DRS challenges. Consequently, it would speed up a game that has slowed drastically in recent times.

"It would also make four-day Tests an even more viable proposition as mind-numbing huge first-innings totals would be virtually non-existent."

On the substitute of shining the ball without sweat and saliva, Chappell said international captains should find out a way of working up the ball.

"With ball-tampering always a hot topic, in the past I've suggested that administrators ask international captains to construct a list (i.e. the use of natural substances) detailing the things bowlers feel will help them to swing the ball.

"From this list, the administrators should deem one method to be legal with all others being punishable as illegal," the cricketer-turned-commentator added.

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