MS Dhoni

It seems that the surprise marriage of MS Dhoni has proved to be a windfall. He has reportedly signed a deal wroth Rs. 150 crore for brand endorsement for a period of two years. By signing this deal Dhoni has underlined the fact that he indeed is the most expensive sportsman that the country has produced so far, and he knows how to mix business with work. It has also underlined the Indian notion that marriages lead to change in fortunes.

Dhoni is one of the few players who continue to give importance to his friendship as well, so his new endorsement deals would be looked after by his friend Arun Pandey, who is one of his closest friends. Who says business and friendship cannot run together? Here is a perfect example of this kind that is happening in the Indian sporting arena.  It is in quite contrast to the washing of dirty linen that Vinod Kambli at one point of time had done against Sachin Tendulkar. Dhoni by involving his friends in his business ventures seems to have taken a leaf out of the book of Mukesh Ambani, one of the shrewdest business minds, who works only with his friends and relatives.

Dhoni, at present, charges Rs. 5 crore for a brand endorsement and with the cricket world cup just around the corner, the agencies are indeed on a signing spree as the matches are going to be held in India this time around.

For the advertisement fraternity it is one of the best things that could happen to them in the recent times, as each world cup match translates into increased bottom lines for all the brands. No wonder, there is a clamor to sign the most popular faces for one brand or the other. The only question that has to be factored in is, whether multiple endorsements of brands by cricket players would also address the issue of brand recall. It has been the experience that the multiple endorsements lead to diffused recollect for a brand. Would Dhoni be able to buck the trend?

Dhoni could be able to buck the trend, as he endorses brands of different categories and his media managers must be astute as the copies of advertisements written for Dhoni are rather innovative and make the audience sit up and take notice, especially the kids.

By: Suman Rai

Tags: Brand Endorsement, Cricket, India, MS Dhoni, Sports