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
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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Agencies
April 2,2020

Lausanne, Apr 2: The postponement of the Tokyo Olympics and the shutdown of the sporting calendar because of the coronavirus pandemic are going to hit international sports federations hard financially.

Many sports that are part of the Games depend heavily on the payouts every four years from the International Olympic Committee (IOC).

"The situation is tense and very gloomy. An assessment will be made, but clearly some posts are under threat," said an official of a major international federation.

The 28 international federations (IF) of the sports that were due to be present at the Tokyo Olympics, would have received substantial sums from the IOC.

However, the postponement of the Games until 2021 could lead to a freeze of their payment.

"We have a lot of IF with substantial reserves, but others work on a different business model, they have income from major events which are suspended, which can be a problem for the cashflow if they don't have enough reserves," said Andrew Ryan, director general of the Association of International Olympic Summer Sports Federations (ASOIF), which is responsible for distributing this money.

The five additions to the Tokyo Games programme - karate, surfing, skateboarding, climbing and baseball/softball - are not eligible.

The Olympic payout totalled 520 million after the Rio Games, four years ago.

"The Olympic money could be less than for Rio 2016," Ryan warned before adding: "My advice is to budget the same as in Rio".

The federations receive money on a sliding scale determined by their audience and size.

The three largest (athletics, swimming and gymnastics) can expect approximately 40 million.

For the second tier, made up of cycling, basketball, volleyball, football and tennis, the sum is 25 million.

For group three, which contains eight sports, including boxing, rowing, judo and table tennis, it is 17 million.

The nine sports in the next level (including sailing, canoing and fencing) receive 12 million.

For the three in the last category (rugby, golf, modern pentathlon) the payout is 7 million.

For the largest associations, such as football's FIFA which has a 1.5 billion nest egg, or basketball body FIBA which has CHF 44.4 million (42 million euros) in reserves, IOC aid represents a small proportion of their income.

For others, it is vital.

"Some IF probably don't have the cashflow to survive one year," said Ryan.

For most federations, the postponement of the Olympic Games has a domino effect, forcing them to reschedule their own money-earning competitions.

"The revenues from these events will eventually come in," said Ryan. "But this impacts the cashflow." World Athletics has already postponed the 2021 World Championships in Eugene, Oregon to 2022.

The International Swimming Federation (FINA) will have to do the same for its World Championships scheduled for next summer in Fukuoka, Japan, when they would probably clash with the Tokyo Games.

"One edition of the World Championships means for us 10 million in revenues," said one sports federation official, speaking on condition of anonymity.

"If this income is postponed, totally or partially, for a year, we will face major problems, especially if the IOC money, originally expected in September, is not paid out."

The Singapore-based International Table Tennis Federation has already taken steps, with "the Executive Committee agreeing to reduce their expenses and senior staff offering to take a salary reduction," said marketing director Matt Pound, but, he added,"further cuts will take place if needed."

- 'Significant loss of revenue' -

The ITTF has suspended all its competitions until June and that is costly.

Kim Andersen, the Danish president of London-based World Sailing, said commercial revenues are not immune.

"The IOC will eventually pay out its aid, but what weighs most heavily is the uncertainty about whether our competitions will be held and whether our sponsors will be maintained," he said.

The IOC is not prepared to go into details of what it plans.

"It is not possible at this stage to assess the overall impact" of the postponement of the Tokyo Olympics, an official told AFP.

"It depends on a number of variables that are currently being studied." According to an official of one federation: "the IOC will discuss on a case-by-case basis, sport by sport".

Another option is for the federations to ask for a share of the public aid set up to deal with the coronavirus crisis, in Switzerland, where 22 ASOIF members are based and also in the United Kingdom, home of World Sailing.

"Can sports federations benefit from federal aid? The answer is yes, in principle," Philippe Leuba, State Councillor of the canton of Vaud, in charge of the economy and sport, told.

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Agencies
June 14,2020

New Delhi, Jun 14: From being a 20-year-old mischievous talented striker to 35-year-old, India captain Sunil Chhetri has seen Indian Football through thick and thin. Coaches, who have nourished the striker with utmost care to yield the best for the team have seen numerous changes from close quarters but one aspect has remained absolutely perpetual, resolute - Chhetri's never-say-die attitude and 'dedication.'

Igor Stimac, current head coach of the Blue Tigers recalled seeing Chhetri during the preparatory camp ahead of the King's Cup 2019 - his maiden assignment with the Blue Tigers.

The Croatian pointed out that despite being the senior-most member of the troop, "Chhetri craved to push maximum to achieve the result after the heartbreak in AFC Asian Cup."

"Dedicated, workaholic and team man -- those are some of the attributes which define Sunil Chhetri. When I first saw him last year, they were back to the National Team camp after a long gap following the AFC Asian Cup. A few boys were new but the fire under his belly probably was more than anyone else. That's the secret of his long career. Congratulations!" All India Football Federation (AIFF) quoted Stimac as saying.

Sukhwinder Singh, while reminiscing the India-Pakistan bilateral series in 2005, revealed that he wasn't sure about the youngster's credibility at all.

"I needed someone who had the trickery, didn't have the fear and had to be quick. Honestly, Sunil wasn't in my mind at all. He wasn't my first option. I had my doubts," Sukhwinder, coach during Chhetri's first national team endeavour, recalled.

He had seen the youngster from close quarters while coaching in JCT FC where Chhetri started blossoming and hogging the limelight. Chhetri, who scored more than 20 goals during his 3-season-long stay in JCT, had already shown signs of performing in the bigger stages which convinced Sukhwinder Singh picking him up for the high-octane bilateral series in Pakistan.

"I haven't seen anyone as dedicated as Sunil. I saw him maturing in JCT and there were flashes of what he could do in the future. I still remember his hunger. In 19 years of my coaching career, I haven't seen anyone as dedicated as Sunil. He remained undaunted and was never willing to shy away from working hard. Shouldering the responsibility for 15 years demands discipline and he keeps it above everything else," Sukhwinder maintained.

According to Stimac, Chhetri is someone who always runs the extra yard, breaks some more sweat during the training session which, in the process encourages the youngsters to emulate him. The entire process aids the cumulative progress of the team and raises the bar.

"I see him as someone who always pushes the bar in the training and never compromises with the regime. He drives the team and he is the character who defines the team. Numerous characters have glorified the Indian Football history and he's definitely one of them who have made his country proud," Stimac said.

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