World Cup victory boost Team India’s brand value

November 28, 2019

first_imgEven as cash and in kind offers are showering on the members of World Cup winning Indian team, post-victory their brand endorsement rates are also set to hit to new highs. While skipper Mahendra Singh Dhoni , Master Blaster Sachin Tendulkar and Man of the Tournament Yuvraj Singh are set to benefit the most from the World Cup triumph, even the likes of Suresh Raina, Gautam Gambhir, Virat Kohli and Zaheer Khan were likely to gain a lot from the feat, feel the insiders in the ad world. Positive about India’s chances, some companies had signed up lead cricketers to endorse their brands even before the World Cup started. While Sachin was roped in by Castrol and Pune-based realtor Amit Properties, Dhoni had been grabbed by electronics giant Sony. The chief operation officer of sports management company PMG, Melroy D’Souza, felt that the brand value of team India would increase several times now as a lot of brands and companies would want to get associated with these cricketers. The victory would not only benefit the popular players, but also the younger ones who had earlier failed to grab much attention, he said. While D’Souza predicted a definite rise of 20 per cent in the players’ endorsement fees, he was even optimistic about a spurt in the number of brands vying for cricketers. Rhiti Sports Management promoter Arun Pandey, who manages Dhoni’s account, agreed with D’Souza. He said the victory would give an opportunity to other cricketers also to create their brand value in the market. Hailed as the greatest Indian captain after leading the team to number one position in all the three formats of the game, Dhoni would benefit the most from the victory, Pandey felt. Dhoni already has at least 23 brands in his portfolio. According to industry sources, Dhoni’s value is estimated at around Rs 10 crore per year per brand. Apart from Dhoni, Rhiti Sports Management also handles the accounts for three other cricketers, including Harbhajan Singh and Suresh Raina. PMG, which manages Sehwag’s account, is already busy negotiating new deals for the star opener. D’Souza said PMG was negotiating with at least two companies which were likely to be added to Sehwag’s profile soon. He currently endorses 11 brands at a value of around Rs 1.75 crore to Rs 2.25 crore per annum. Hoping to ride on the World Cup success, D’Souza was hopeful about the inclusion of at least two more cricketers in the PMG list being managed by the company. Post-victory, Yuvraj is also set to become a hot property in the endorsement market as companies had started approaching him to sign up. Car manufacturer Fiat, which had earlier roped in the southpaw to promote its hatchback Punto, is now considering re-engaging him, revealed Fiat India president and CEO Rajeev Kapoor. – With inputs from AajTakadvertisementlast_img

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