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
February 14,2020

London, Feb 14: Former Sri Lanka skipper and current Marylebone Cricket Club's president Kumar Sangakkara has said that the 2009 Lahore terror attack taught him about his own character and values.

His remarks came as MCC arrived in Pakistan to play T20I matches against Lahore Qalandars. This will mark his first return to the Gaddafi Stadium, where a shocking atrocity took place when the Sri Lankan bus was attacked by terrorists.

The Sri Lankan team was on their way to Lahore's Gaddafi Stadium for a Test match with Pakistan in 2009 when terrorists from the Taliban and Lashkar-e-Jhangvi (LeJ) fired indiscriminately at their bus. The attack left eight people dead and injured seven Sri Lankan players and staff.

Ever since the incident, no cricket team toured Pakistan to play a cricket series, however, the landscape changed last year as Sri Lanka paid a visit to the country to play a series across formats. After that, even Bangladesh toured Pakistan and now there are talks of South Africa going to the country to play a series.

"I don't think I need any flashbacks, because I remember that day and those moments so very clearly. It's not something I relive or wallow in. But it's an experience you should never forget, because it gives you perspective in terms of life and sport, and you learn a lot about your own values and characters, and those of others," ESPN Cricinfo quoted Sangakkara as saying.

"I have no reservations about talking about it, it's not something that upsets me, but these sorts of experiences can only strengthen you. Today I consider myself very fortunate to be able to come back here to Lahore, and at the same time remember the sacrifice of all those who lost their lives that day," he added.

Sangakkara said that every human has his own way of dealing with such adversity.

"I think everyone deals with it in their own personal way. But at the same time, what really unites us is that you face adversity and you face challenges, and you have to get past it, and you've got to do that successfully. It's about moving forwards and upwards and being part of cricket. Being Sri Lankan you learn those lessons quite well, because, throughout our civil war, cricket was a unique vibe," Sangakkara said.

"We speak about the attack at various times. We even have a laugh about it, in terms of what we went through because it helps sometimes to look at it with a bit of humour, even though there was a tragic loss of life, and other serious injuries within that incident," he added.

MCC in the weeklong tour will take on Lahore Qalandars in a T20 match at the Gaddafi Stadium later today.

Kumar Sangakkara will lead the MCC's twelve-man squad for the tour, which includes Ravi Bopara, Roelof van der Merwe, Ross Whiteley among others.

Fixtures for the upcoming tour are as follows:

MCC vs Lahore Qalandars, T20I, Gaddafi Stadium, February 14

MCC vs Pakistan Shaheens, ODI, Aitchison College, February 16

MCC vs Northern, Aitchison College, T20I, February 17

MCC vs Multan Sultans, Aitchison College, T20I, February 19.

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News Network
January 23,2020

Melbourne, Jan 23: Sania Mirza's return to her first Grand Slam after a two-year break was cut short on Thursday when the former world number one was forced to retire midway through her first round match in women's doubles at the Australian Open due to a calf injury.

India's Mirza, who won six Grand Slam doubles titles, took a break from the game after the China Open in October 2017 and gave birth to her son a year later.

The 33-year-old made a winning return to the WTA Tour at this month's Hobart International with Ukrainian Nadiia Kichenok, picking up her 42nd WTA doubles title and the first since winning the women's doubles in Brisbane in 2017.

Mirza said she strained her calf muscle in her right leg during the Hobart final.

"It just got worse in the match. It was bit of a bad strain, but I had a few days off," she told reporters. "So I obviously had to try to do whatever I could to try to get on the court.

"It felt okay when I went on the court, but it was tough to move right. I just felt like I'm gonna tear it or something pretty bad."

Mirza won her first Grand Slam in mixed doubles at the Australian Open in 2009 and also bagged the women's doubles in 2016.

Mirza always believed there was tennis left in her which inspired her comeback, she told Reuters on Sunday.

She had already pulled out of the Australian Open mixed doubles, where she was to partner compatriot Rohan Bopanna.

Mirza and Kichenok were trailing the Chinese pair of Xinyun Han and Lin Zhu 6-2 1-0 on Thursday when the Indian had to call it quits due to the injury.

"As a tennis player you want to compete, it is the Grand Slam. If it's any other tournament, you would probably take a call and be like 'I don't want to risk it'," she said.

Mirza, who is married to former Pakistan cricket captain Shoaib Malik, said she would take two weeks to recover and was hoping to play at next month's Dubai championships.

"When you play a professional sport, injuries are really part of it. And it's something that you have to accept," she said. "Sometimes the timing is really not ideal, it's tough that it happened in a Grand Slam, or just before a Grand Slam."

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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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