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
February 29,2020

Feb 29: India were all out for 242 in their first innings following a stunning battling collapse, triggered by paceman Kyle Jamieson on the opening day of the second cricket Test against New Zealand at the Hagley Oval, here on Saturday.

India were steady at 194 for five at tea but lost wickets in quick succession after the play resumed. Jamieson returned figures of 14-3-45-5.

Hanuma Vihari top-scored for India with his combative 55 while Prithvi Shaw (54) and Cheteshwar Pujara (54) hit contrasting half-centuries.

Virat Kohli's (3) poor run continued while his deputy Ajikya Rahane (7) also fell cheaply.

India lost last five wickets for 48 runs, of which 26 were contributed by last-wicket pair of Mohammed Shami (16) and Jasprit Bumrah (10).

Brief Scores:

India 1st innings: 242 all out in 63 overs. (H Vihari 55, P Shaw 54, C Pujara 54 batting; Kyle Jamieson 5/45, Tim Southee 2/38, ).

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Agencies
April 14,2020

Tokyo, Apr 14: Tokyo organizers said Tuesday they have no B Plan in the event the Olympics need to be postponed again because of the coronavirus pandemic.

Masa Takaya, the spokesman for the Tokyo Olympics, said organizers are proceeding under the assumption the Olympics will open on July 23, 2021. The Paralympics follow on Aug. 24.

Those dates were set last month by the International Olympic Committee and Japanese officials after the coronavirus pandemic made it clear the Olympics could not be held as scheduled this summer.

We are working toward the new goal, Takaya said, speaking in English on a teleconference call with journalists.

We don't have a B Plan. The severity of the pandemic and the death toll has raised questions if it will even be feasible to hold the Olympics in just over 15 months. Several Japanese journalists raised the question on the call.

All I can tell you today is that the new games' dates for both the Olympic and Paralympic Games have been just set up, Takaya said.

In that respect, Tokyo 2020 and all concerned parties now are doing their very best effort to deliver the games next year." IOC President Thomas Bach was asked about the possibility of a postponement in an interview published in the German newspaper Die Welt on Sunday.

He did not answer the question directly, but said later that Japanese organizers and Prime Minister Shinzo Abe indicated they could not manage a postponement beyond next summer at the lastest.

The Olympics draw 11,000 athletes and 4,400 Paralympic athletes and large support staffs from 206 national Olympic committees.

There are also questions about frozen travel, rebooking hotels, cramming fans into stadiums and arenas, securing venues, and the massive costs of rescheduling, which is estimated in Japan at 2 billion- 6 billion.

Tokyo 2020 CEO Toshiro Muto addressed the issue in a news conference on Friday. He is likely to be asked about it again on Thursday when local organizers and the IOC hold a teleconferene with media in Japan.

The other major question is the cost of the delay; how much will it be, and who pays? Bach said in the Sunday interview that the IOC would incur several hundred million dollars in added costs. Under the so-called Host City Agreement, Japan is liable for the vast majority of the expenses.

This is impossible to say for now, Takaya, the spokesman said.

It is not very easy to estimate the exact amount of the games' additional costs, which have been impacted by the postponement."

Tokyo says it's spending 12.6 billion to organize the Olympics. But a Japanese government audit published last year says the costs are twice that much. Of the total spending, 5.6 billion in private money. The rest is from Japanese governments.

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News Network
June 19,2020

Jun 19: The BCCI is open to reviewing its sponsorship policy for the next cycle but has no plans to end its association with current IPL title sponsor Vivo as the money coming in from the Chinese company is helping India's cause and not the other way round, board treasurer Arun Dhumal said on Friday. Anti-China sentiments are running high in India following the border clash between the two countries at Galwan valley earlier this week. The first skirmish at the India-China border in more than four decades left at least 20 Indian soldiers dead. Since then, calls have been made to boycott Chinese products.

But Dhumal said Chinese companies sponsoring an Indian event like the IPL only serve his country's interests.

The BCCI gets Rs 440 crore annually from Vivo and the five-year deal ends in 2022.

"When you talk emotionally, you tend to leave the rationale behind. We have to understand the difference between supporting a Chinese company for a Chinese cause or taking help from Chinese company to support India's cause," Dhumal said.

"When we are allowing Chinese companies to sell their products in India, whatever money they are taking from Indian consumer, they are paying part of it to the BCCI (as brand promotion) and the board is paying 42 per cent tax on that money to the Indian government. So, that is supporting India's cause and not China's," he argued.

Oppo, a mobile phone brand like Vivo, was sponsoring the Indian cricket team until September last year when Bengaluru-based educational technology Byju's start-up replaced the Chinese company.

Dhumal said he is all for reducing dependence on Chinese products but as long as its companies are allowed to do business in India, there is no harm in them sponsoring an Indian brand like the IPL.

"If they are not supporting the IPL, they are likely to take that money back to China. If that money is retained here, we should be happy about it. We are supporting our government with that money (by paying taxes on it)."

"If I am giving a contract to a Chinese company to build a cricket stadium, then I am helping the Chinese economy. GCA built the world's largest cricket stadium at Motera and that contract was given to an Indian company (L&T)," he said.

"Cricketing infrastructure worth thousands of crores was created across country and none of the contract was awarded to a Chinese company."

Dhumal went on to say the BCCI is spoilt for choice when it comes to attracting sponsors, whether Indian or Chinese or from any other nation.

"If that Chinese money is coming to support Indian cricket, we should be okay with it. I am all for banning Chinese products as an individual, we are there to support our government but by getting sponsorship from Chinese company, we are helping India's cause."

"We can get sponsorship money from non-Chinese companies also including Indian firms. We can support our players any way but the idea is when they are allowed to sell their products here, it is better that part of money comes back to the Indian economy."

"The BCCI is not giving money to the Chinese, it is attracting on the contrary. We should make decision based on rationale rather than emotion," he added.

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