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
June 20,2020

Melbourne, Jun 20: If 15 teams can be allowed to enter Australia for the T20 World Cup then fans will not be stopped from watching live action from the stadiums, Cricket Australia's interim CEO Nick Hockley said on Saturday.

Hockley replaced under-fire Kevin Roberts, who recently got the boot from Cricket Australia, which is grappling with financial woes.

Different possibilities are being worked out for the T20 World to go ahead as scheduled later this year and one of them is to host the tournament before empty stands in the wake of COVID-19 pandemic.

However, Hockley said crowds will be allowed, though, hosting 15 teams with players, officials and support staff is "complex" as of now, hinting that probably the ICC flagship event could be pushed back.

"The reality is, and we've got much more understanding about this in recent weeks, is crowds are most likely to come back before international travel. Our biggest challenge is getting 15 teams into the country," Hockley told cricket.com.au when asked if he would like to see the World Cup proceed without fans.

"If I compare it with the prospect of a bilateral tour, you're talking about bringing one team in and then playing individual matches. But the prospect of bringing 15 teams in and having six or seven teams in one city at the same time, it's a much more complex exercise."

When specifically asked whether crowds would be permitted by the time borders have opened to the point that 15 teams will be allowed to travel to Australia, Hockley replied in an affirmative.

"That's the current thinking, yes."

Hockley said it came as a shock when he was asked by Cricket Australia to replace Roberts.

"I've had very mixed emotions. I was very shocked to be asked. I didn't see it coming at all, so I probably haven't had time yet to process it. I feel very sad for Kev (Roberts). On the other hand, I feel this is a massive privilege to be asked, it's a massive responsibility and a massive opportunity even if it's only for the next few months," he said.

Hockey did not commit when asked if he would like to assume the role full time, but he did say that he would quit as CEO of the T20 World Cup Organising Committee.

"My approach throughout my entire career has been to focus on doing the best job I can with what I've been tasked with, and the future will look after itself. And I'll continue the same approach.

"That's (T20 World Cup) been a real priority over the last 48 hours. We're reasonably well progressed and we will be appointing an interim because you just can't do both," he said.

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News Network
May 1,2020

Melbourne, May 1: Reclaiming the top spot in Test cricket has brought smiles back on their faces but Australia coach Justin Langer says beating India in their own den remains the ultimate test and their numero uno status will be put to test when they clash with the Virat Kohli-led team.

After a tumultuous transition phase post the ball-tampering scandal, Australia on Friday displaced India as number one side in Test format but Langer is aware that it does not take long for the situation to change.

"We recognise how fluid these rankings are, but at this time it was certainly nice to put a smile on our faces," Langer told Cricket Australia website. "We've got lots of work to do to get to be the team that we want to be, but hopefully over the last couple of years not only have we performed well on the field, but also off the field," Langer added.

The former left-handed opener underlined what he felt will be the ultimate test of character.

"Certainly a goal for us has been the World Test Championship ... but ultimately, we have to beat India in India and we've got to beat them when they come back (to Australia).

"You can only judge yourself as being the best if you beat the best and we've got some really tough opposition to come," Langer put his priorities in place. The team he insists needs to get better as now others will come gunning for them.

"Getting to No.1 is a great thing, but when you're No.1, you're always the hunted," Langer said. "We've been the hunters for a while, now we're the hunted and we need to get better and better."

Langer also hoped that white ball team under Aaron Finch will win the World Cup. "I know how hard it is to win World Cups ... everything has to go right. One day, I'd love to see Aaron Finch with all his mates lift that T20 World Cup above his head."

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Agencies
March 25,2020

Lausanne, Mar 25: The World Archery has hailed as a 'brave decision' the International Olympic Committee (IOC) move to postpone the 2020 Tokyo Olympics until next year due to coronavirus pandemic.

"We commend the conscientious and brave decision taken by Tokyo 2020 and the International Olympic Committee to delay this summer's Games in the face of an unprecedented challenge to humanity," Ugur Erdener, the World Archery president, said in an official statement.

The decision to postpone the Summer Olympics was confirmed by the IOC, on Tuesday, after the organising body for the event and Japan's Prime Minister Shinzo Abe agreed to reschedule the quadrennial event in view of the COVID-19 pandemic.

"This is not an easy situation, especially for the athletes who had been training hard for Tokyo 2020. I hope that everyone understands why this decision has been made and I urge archers around the world to retain hope and reset for this new timetable," he added.

The IOC has, however, said that the original name of Tokyo 2020 will remain intact irrespective of the fact that it will take place next year.

The Tokyo Olympic Games were slated to be held from July 24 to August 9.

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