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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May 5,2020

May 5: Former Pakistan speedster Shoaib Akhtar says he is interested in becoming India's bowling coach if there is an offer, asserting that he is capable of grooming "more aggressive, fast and talkative" pacers.

Akhtar expressed his willingness in an interview on social networking app 'Helo'.

Asked if he would like to be associated with the Indian bowling unit in future, he responded in the positive. India's current bowling is Bharat Arun.

"I will definitely. My job is to spread knowledge. What I have learned is knowledge and I will spread it," Akhtar said.

One of the fastest bowlers to have played the game, he added, "I will produce more aggressive, fast and more talkative bowlers than the current ones who will tell-off the batsmen in a way that you will enjoy a lot."

He said he has always wanted to share his knowledge among budding cricketers and that he is looking to produce more aggressive bowlers.

He also added that he would like to "coach" IPL franchise Kolkata Knight Riders, for whom he has played in the cash-rich T20 league's inaugural edition.

The former pacer also spoke about his early interactions with Indian batting great Sachin Tendulkar in the 1998 series.

"I had seen him but didn't know how big a name he was in India. In Chennai, I got to know that he was known as a god in India.

"Mind you, he is a very good friend of mine. In 1998, when I bowled as fast as I could, Indian public celebrated with me. I have a big fan following in India," Akhtar said.

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June 6,2020

Mumbai, Jun 6: Reminiscing about his 'special knock' of 208 runs from 153 balls, Indian cricketer Rohit Sharma revealed why his wife Ritika had got emotional after he smashed his third double century in ODIs.

Rohit narrated the incident during his appearance in Episode 2 of the 'Open nets with Mayank'.

The batsman, who was accompanied by Shikhar Dhawan and Mayank on the show, said his wife thought that he had twisted his hand while diving for the 196th run during the innings.

"As you can see my wife got emotional there, this day was special as it was my anniversary. Probably the best gift I could give it to her while I am on the field, it was quite emotional though," said Rohit during the candid chat.

"When I came from the ground, I just asked her why did you (Ritika) cry? So she told me that she thought I (Rohit) twisted my hand when I dived for my 196th run and that was a little worrying factor for her, she got little emotional of because of that I guess," Rohit added.

In the match, the 32-year-old scored 208 runs with 13 fours and 12 sixes against Sri Lanka at Punjab Cricket Association IS Bindra Stadium in Mohali.

This enabled India to post a score of 392/4 in the allotted fifty overs.

India then went on to win the match by 141 runs.

"To be honest I was going pretty slow, I never thought I will get to a double hundred but once you cross 125, I feel it gets easier for you because bowlers are under pressure. Unless you make a mistake I don't think you can get out," said Rohit.

Rohit has scored two double hundreds against Sri Lanka and one against Australia in ODIs. The right-handed batsman is the only cricketer to make three double hundreds in ODI history.

Rohit, Shikhar, and Mayank would have been in action for Mumbai Indians, Delhi Capitals, and Kings XI Punjab respectively, had the Indian Premier League (IPL) commenced from March 29. However, the tournament was suspended indefinitely due to the coronavirus pandemic.

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January 20,2020

Jan 20: Both Steve Smith and Rohit Sharma made sparkling centuries in Bengaluru, but it was the Indian who finished on the winning side, leading his team to a 2-1 series win.

Smith, having run out his captain Aaron Finch early on, dug in to bring up his ninth ODI century, his 131 off 132 balls setting India a target of 287 on Sunday, 19 January. Continuing the dazzling display of batting at the M Chinnaswamy stadium, Rohit struck 119 in 128 balls, and skipper Virat Kohli chipped in with 89, as the hosts chased down the target with seven wickets to spare in 47.3 overs.

With Shikhar Dhawan hurting his shoulder in the fifth over of the day and sidelined for the rest of the match, Rohit was reunited with KL Rahul – who had a chance to open the innings after coming in at No.3 and No.5 in the first two matches, while also standing in as wicket-keeper. The vice-captain was on the ball right away, dominating the scoring as India raced to 61/0 in the first 10 overs.

The introduction of spin gave Australia a vital breakthrough: Ashton Agar trapped Rahul in front on review, and although the new pair of Rohit and Kohli weren't unduly troubled, the run-rate slowed down. Josh Hazlewood, playing his first ODI in India and his first match in the format in 14 months, was especially miserly, conceding just 10 runs in his first five overs.

But, having settled in, the duo built a useful partnership of 137 and gave themselves the chance to hit out with wickets in hand. The part-time bowling of Finch and Marnus Labuschagne was punished, Rohit lapping up the short balls and sending them soaring into the stands. His century, his eighth against Australia, came with a single to third man.

Zampa finally got the breakthrough, having him caught in the deep going for another big one. But with Kohli having loosened his arms with a couple of beautiful fours off Pat Cummins to go past his half-century, India remained on course.

The skipper missed out on a hundred, but with Shreyas Iyer too clearing the ropes, there were no hurdles as India wrapped up an entertaining series win.

Earlier, the Indian bowlers struggled to find their lines after Australia chose to bat, but Australia weren't able to fully capitalise. David Warner was thrown by the movement to nick Mohammed Shami to the wicket-keeper, while Finch was caught short after Smith pulled out of a run, to leave the hosts at 46/2.

Labuschagne and Smith, though, combined for another special partnership, going at a brisk rate and showing delectable timing against spin. They had guided their side to 173 in the 32nd over when the a sharp piece of fielding from the home captain and strong bowling pulled things back.

Kohli, at cover, plucked a drive from Labuschagne soon after the batsman had reached his maiden fifty. Ravindra Jadeja had his second of the over when the experiment to send Mitchell Starc at No.5 lasted just three balls.

Alex Carey gave Smith company as he brought up a well-earned century, having fallen just short the previous game. The former skipper stepped up the scoring once he crossed three figures, a wristy helicopter six over deep square leg the highlight of his innings. But, excellent death bowling by Shami, who finished with four wickets, ensured the tourists were kept to under 300 – a total that proved below par.

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