With deals worth Rs 17cr a year, Kohli beats Dhoni and Sachin in endorsements

September 27, 2013

Kohli_beats_DhoniMumbai, Sep 27: India's hottest young cricketer Virat Kohli is setting the world of brand endorsements alight. The Indian captain-in-the-making, whose exploits on the field, combined with his youth, good looks and never-say-die attitude, makes him a winner off the field too, has inked a Rs 10-crore per annum deal with German sports goods giant Adidas.

The three-year contract, perhaps the most lucrative to be signed by an Indian sports star, will see the swashbuckling right-hand batsman endorsing the brand's apparel and shoes.

The Delhi lad has also struck a Rs 6.5 crore a year deal with a tyre brand that had master batsmen Sachin Tendulkar and Steve Waugh as its ambassadors, a person familiar with the development revealed.

The two deals will see Kohli topping the likes of Indian skipper Mahendra Singh Dhoni and Tendulkar in terms of annual earnings per brand endorsement.

Kohli, who turns 25 later this year, pocketed around Rs 40 crore from endorsements last year, but that sum may swell up substantially with these two deals in his kit bag. Currently, he lends his face to as many as 13 brands, including Pepsi, Toyota and Cinthol deodorants.

When contacted by TOI, an Adidas spokesperson declined to comment on the development. Tendulkar, who is Adidas' current brand ambassador, is perhaps at the fag end of his illustrious career.

And Kohli fits the bill perfectly as he is being groomed to take over the top job from Dhoni after the 2015 ICC World Cup, an executive from a sports management firm, who did not want to be named, said.

Bunty Sajdeh-led Cornerstone Sport and Entertainment manages the Indian vice-captain's endorsement contracts. Sajdeh was unavailable for comment.

Kohli's annual endorsement fee has seen a meteoric rise over the past year, rivalling the likes of Bollywood heartthrob Ranbir Kapoor, the hottest brand ambassador in the film industry. Till last year, the cricket star used to command Rs 3 crore per brand annually, which went up to Rs 6 crore.

The Rs 10-crore a year deal with Adidas propels him to a different league altogether. "For the past few years, Dhoni has been ruling the endorsement space, but Kohli is catching up very fast. While Dhoni connected well with the masses, Kohli has a more urban appeal which a lot of brands want to cash in on," said Indranil Das Blah, COO of celebrity management firm CAA Kwan.

The price escalation in Kohli's endorsement contracts has meant that a lot of brands which had signed him early on must shell out much more to renew their deals or simply end their association with him.

"We are willing to pay a premium, depending on what that number is. He has been a great fit for our brand which targets youngsters, and he has grown with us," said J Suresh, MD and CEO, Arvind Lifestyle and Brands which has had the cricketer on board for three years as Flying Machine's brand ambassador.

The jeans-wear brand signed Kohli before the World Cup at a moderate price and its contract is up for renewal. With Rs 10 crore becoming the new benchmark, many brands will find it hard to match up to Brand Kohli's price tag.

Until recently, Kohli and Nike were in a five-year contract inked in 2008. However, things turned sour between the two sides when the US sports goods major went to court claiming Kohli had breached the contract by disagreeing to continue as its brand ambassador till 2014. But the Karnataka high court ruled in favour of the cricketer, allowing him to sign endorsement deals with other sports brands.

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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
June 25,2020

Jun 25: After asserting that the 2011 World Cup final was "sold" by "certain parties" in Sri Lanka to India, the island nation's former sports minister Mahindananda Aluthgamage has now called his claim a "suspicion" that he wants investigated.

The Lankan government has ordered an enquiry into the matter and a special Police investigation unit recorded Aluthgamage's statement on Wednesday. He told the team that he was only suspicious of fixing.

"I want my suspicion investigated," Aluthgamage told reporters.

"I gave to the Police, a copy of the complaint I lodged with the International Cricket Council (ICC) on 30 October 2011 regarding the said allegation as then Sports Minister," he said.

Aluthgamage has alleged that his country "sold" the game to India, a claim that was ridiculed by former captains Kumar Sangakkara and Mahela Jayawardene who demanded evidence from him.

Set a target of 275, India clinched the trophy thanks to the brilliance of Gautam Gambhir (97) and then skipper Mahendra Singh Dhoni (91).

"Today I am telling you that we sold the 2011 world cup, I said this when I was the sports minister," Aluthgamage, who was the sports minister at the time, had stated.

Sangakkara, the captain of Sri Lanka at that time, asked him to produce evidence for an anti-corruption probe.

"He needs to take his 'evidence' to the ICC and the Anti corruption and Security Unit so the claims can be investigated thoroughly," he tweeted.

Jayawardene, also a former captain who scored a hundred in that game, ridiculed the charge.

"Is the elections around the corner...like the circus has started...names and evidence?" he asked in a tweet.

Aluthgamage said that in his opinion no players were involved in fixing the result, "but certain parties were."

Both Aluthgamage and the then President Mahinda Rajapaksa were among the invitees at the final played at the Wankhede Stadium in Mumbai.

Following his allegations, Aravinda de Silva, the former great who was the then chairman of selectors, has urged the BCCI to conduct its own investigation.

De Silva has said he is willing to travel to India to take part in such an investigation despite the current COVID-19 threat.

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Agencies
January 26,2020

Chennai, Jan 26: Former India cricketer Kapil Dev on Saturday said that it will be a big loss for the Indian side when MS Dhoni decides to hang up his boots.

"I think he has served the country so well and nobody has done it like him. Everyone has to retire sooner or later. He is not playing matches currently. So I don't know when he will come out one day and say -- I have had enough. I think it will be our loss because he is such a fabulous cricketer," Dev told reporters here.

In the recently released BCCI contracts list, Dhoni did not find a place for himself. The former World Cup winning captain Dev said that it is unfortunate that Dhoni was not included in the contract list.

"I feel sorry that they have not included him. 

Tendulkar, Gavaskar had to witness the same. It's not my job and I am not there to give the contract to anyone. It is the job of the cricket board. So, I don't know. You can ask this question to the cricket board. They will be able to answer this question," Dev said.

The 38-year-old Dhoni is currently enjoying some time away from the game. He last played competitive cricket during the 2019 World Cup.

Dhoni had to face criticism for his slow batting approach during India's matches in the tournament. 

Especially in the games against England and New Zealand (semi-final), he had to bear the brunt of netizens, who deemed him as the reason for the Men in Blue's loss.

BCCI released the list of central contract list of players for the period from October 2019 to September 2020.

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