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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Agencies
May 17,2020

Berlin, May 17: Top-flight football in Germany kicked off again on the weekend, becoming the first major sports league in the world to resume play, as parts of Europe took more tentative steps towards normality after the devastation unleashed by the coronavirus pandemic.

With the worldwide death toll past 310,000 and the global economy reeling from the vast damage caused by lockdowns, the reopenings in some of the hardest-hit countries provided much-needed relief from the pandemic.

The French returned to the beach and Italy announced a resumption of European tourism with outbreaks in Europe slowing, but the rising number of fatalities in the United States and Brazil were a grim reminder of the scale of the crisis, with more than 4.6 million infections reported globally.

With governments trying to reopen their economies while avoiding the second wave of infections that could necessitate more lockdowns, Germany's Bundesliga resumed its season on Saturday with games played in vacant, echoing stadiums.

League heavyweights Borussia Dortmund hosted rivals Schalke at the all-but-empty Signal Iduna Park -- which would usually be packed with more than 80,000 raucous fans.

"It's sad that matches are played in empty stadiums, but it's better than nothing," said 45-year-old Borussia Dortmund fan Marco Perz, beer in hand, as he prepared to watch the game on TV.

Dortmund's Erling Braut Haaland became the first player to score a goal after the two-month shutdown and celebrated by dancing alone -- away from his applauding teammates -- in keeping with the strict hygiene guidelines which allowed the league to resume.

The only noise was the cheering and clapping of players and coaches.

League champions Bayern Munich will play Union Berlin in the capital on Sunday, with the resumption in Germany seen as a test case as other top sports competitions try to find ways to resume play without increasing health risks.

"The whole world will be looking at Germany, to see how we get it done," said Bayern boss Hansi Flick.

Prime Minister Giuseppe Conte of Italy, however, said Saturday he needed more guarantees before the government can give the green light for the resumption of its top football league, which is struggling with logistical difficulties as clubs try to arrange training sessions and quarantine facilities.

With the Northern Hemisphere's summer approaching, authorities are moving to help tourism industries salvage something from the wreckage.

Italy, for a long stretch the world's worst-hit country, announced that European Union tourists would be allowed to visit from June 3 and a 14-day mandatory quarantine would be scrapped.

"We're facing a calculated risk in the knowledge that the contagion curve may rise again," Conte said during a televised address.

"We have to accept it otherwise we will never be able to start up again."

In France, the first weekend after the strictest measures were lifted saw many ventures out into the spring sunshine -- and hit the beach.

In the Riviera city of Nice, keen swimmers jumped into the surf at daybreak.

"We were impatient because we swim here all year round," said retiree Gilles, who declined to give his full name.

With the threat of a second wave of infections on their minds, authorities in many countries have asked people not to throng public spaces like beaches as they are made accessible again.

Officials in parts of England on Saturday warned people to stay away from newly reopened beauty spots and avoid overcrowding.

Germany also saw the latest in a growing wave of anti-lockdown protests in many parts of the world, with rallies in major cities bringing together conspiracy theorists, anti-vaccine activists and other extremists.

There were similar protests in France, Switzerland and Poland.

Since emerging in China late last year, the coronavirus has whipped up a catastrophic economic storm, which has left tens of millions unemployed in the United States and many are wondering when a recovery will be possible.

With more than 88,000 deaths and 1.47 million confirmed coronavirus cases, the United States is the worst-hit country on the planet, and the administration of President Donald Trump has faced intense criticism of the way it has handled the crisis.

Former president Barack Obama took a swipe at the response to the pandemic, telling graduates at a virtual commencement ceremony that many leaders today "aren't even pretending to be in charge" -- a remark widely regarded as a rare rebuke of his successor.

Trump is keen to reopen the US economy -- the world's largest -- despite warnings from experts that infections could flare up again if social distancing measures are eased too quickly.

Forty-eight of the 50 US states have now eased lockdown rules to some extent.

Much like Trump and his political allies, Brazil's far-right President Jair Bolsonaro is also keen to end lockdowns, which he claims have unnecessarily damaged the South American nation's economy over a disease he has dismissed as "a little flu".

But the virus has continued its deadly march in Brazil, where the death toll passed 15,000 on Saturday and it became the country with the fourth-largest coronavirus caseload with 230,000 infections.

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News Network
April 19,2020

Zurich, Apr 19: Former Indian captain Bhaichung Bhutia was among the 50 footballers to take part in the FIFA's initiative to pay tribute to 'humanity's heroes' amid the coronavirus pandemic.

FIFA, in its statement, expressed gratitude towards all the healthcare workers and other professionals who are giving their all to ensure society continues to function in the face of the coronavirus.

"To all of these heroic people: football thanks you, football remembers you and football supports you," FIFA said in a statement.

FIFA shared a video on their official Twitter handle where footballers from present and past came been seen applauding the frontline workers.

The 50 fotballer were Bhutia, Holger Badstuber, David Beckham, Lucy Bronze, Gianluigi Buffon, Cafu, Fabio Cannavaro, Iker Casillas, Deyna Castellanos, Giorgio Chiellini, Charlyn Corral, El Hadji Diouf, Youri Djorkaeff, Han Duan, Magdalena Eriksson, Samuel Eto'o, Pernille Harder, Javier Hernandez, Luis Hernandez, Kaka, Harry Kane, Carli Lloyd, Harry Maguire, Diego Maradona, Marta, Vivianne Miedema, Ajara Nchout, Michael Owen, Mesut Ozil, Norma Palafox, Pavel Pardo, Park Jisung, Pele, Gerard Pique, Alexia Putellas, Sergio Ramos, Nicole Reigner, Wendie Renard, Roberto Carlos, James Rodriguez, Ronaldo, Bastian Schweinsteiger, Virginia Torrecilla, Yaya Toure, Marco van Basten, Danielle van de Donk, Ivan Vicelich, Arturo Vidal, Javier Zanetti and Zinedine Zidane.
"As footballers, we are used to receiving applause, but this time, we have the opportunity to show our appreciation for the many people who are risking their lives to protect ours," FIFA.com quoted Beckham as saying.

"You are humanity's heroes and we want to show that all of football supports you and everything that you do to defend all of us," he added.

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News Network
July 24,2020

Bengaluru, Jul 24: Bangladesh all-rounder Shakib Al Hasan, who was earlier banned by the International Cricket Council (ICC) for breaching the Anti-Corruption Code, on Friday, said that people are bound to make mistakes and the important thing is that how well they make a comeback.

Shakib was banned from all forms of cricket on October 29 last year after he accepted the charges of breaching the ICC's Anti-Corruption Code. He will be able to resume international cricket from October 29, 2020.

"You have to be honest. You just can't lie to the people and pretend different things. Whatever happened has happened. People are bound to make mistakes. You are not 100%. The important thing is how well you can comeback from those mistakes. You can tell other people not to make those mistakes. Tell them the path so that they never take those paths," Shakib told Deep Dasgupta in a videocast hosted by ESPNcricinfo.

The 33-year-old all-rounder said he has seen many controversies ever since he was first made captain in 2009. He had trouble with the board chief, selectors and the media, mainly about selectorial decisions and not being made permanent captain between 2009 and 2010.
He believes those experiences have changed him as a person over time.

"I think [it's] combination of both [controversy following him, and vice versa]. I got the responsibility so early in my career, I was bound to make mistakes. I was captain when I was 21. I made a lot of mistakes, and there are so many things that people think about me. Now I realise that it was my fault in some areas, and in some I was misunderstood. But I get it completely. It is part and parcel in the subcontinent," Hasan said.

"Of course I will try to minimise [my mistakes] as much as I can, but by the time I got married, and now I have two kids, I understand the game and life better. It has made me a calmer person than I was in my twenties. I have changed quite a lot. People won't see me doing a lot of mistakes now. My two daughters changed my life completely," he added.

Shakib is likely return to international cricket during Bangladesh's proposed Test series against Sri Lanka in October. 

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