With the world under their feet after lifting the World Cup, Dhoni’s daredevils are also set to stamp their authority in the endorsement market with their brand equity set to touch to new highs. While the historic win will push captain Dhoni to a new trajectory in the branding business, others like Yuvraj Singh will also see a rejuvenation, while even youngsters such as Virat Kohli and Suresh Raina are tipped to benefit immensely. As for the master blaster Sachin Tendulkar , the win will re-enforce his already strong brand equity.
“The brand value of team India will grow multi-fold. A lot of brands and companies would want to get associated with the cricket players. The victory has not only benefited the top most popular players, but also the other young cricketers who earlier did not get enough attention,” Madison World’s Sports Management Company, PMG Chief Operation Officer Melroy D’Souza told PTI.
The endorsement fee charged by players will definitely increase by about 20 per cent or so, but yes the number of brands currently being endorsed by each cricketer will increase, he added.
Expressing similar sentiments, Rhiti Sports Management Promoter Arun Pandey, who manages MS Dhoni’s account, said: “The positive thing about the World Cup victory is that it will give an opportunity to other players also to create their brand value in the market.”
The people’s reaction and the celebrations after the victory have proven once again that cricket is the biggest religion in India. Indians are emotional people and corporates know how to benefit from that, he added.
The man to benefit the most is Dhoni, who has now been hailed as the greatest Indian captain after leading the team to number one position in all the three formats of the game.
“Dhoni was already a brand before the world Cup with around 23 brands in his portfolio. But now we want to take the market of brand endorsement to the next level,” Pandey said.
The firm is considering different models of partnership with companies, moving beyond a simple fee-based tie-ups for Dhoni.
“This win has made our task very easy. Now we can demand and negotiate better deals from companies,” he added.
According to industry sources, Dhoni’s value is estimated at around Rs 10 crore per year per brand.
Besides Dhoni, Rhiti Sports Management handles accounts for other cricketers including Harbhajan Singh, RP Singh and Suresh Raina.
“We will have to focus on managing the four cricketers that we currently have with us,” Pandey said.
