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Dhoni-the king of endorsements

Published: Thursday, March 12, 2009, 12:07 [IST]
 
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Dhoni, endorsers ka baap

Mumbai : Indian cricket team captian Mahendra Sinh Dhoni has become the adlands darling now. He is also turning out to be the boss of all sports endorsers in India. With a tally of around 19 brands in his kitty, the Boss today is worth a cool Rs 300 crore.

Today, Dhoni charges Rs 5 crore for every brand, and each contract runs close to three years. However, brands like Pepsi and Reebok have entered into contracts spanning 10 years, giving them the enviable opportunity to ride the phenomenon. It"s a remarkable feat, considering Brand Dhoni has achieved pole position in such a short span.

“What is appealing about Dhoni is his temperament and unflappability. It"s really a challenge to be a wicketkeeper-batsman and now add to that the responsibility as the captain of the team," says noted historian and cricket aficionado Ramchandra Guha.

Clearly, when it comes to airtime visibility, Dhoni follows close on the heels of SRK with Sachin a distant third. In 2008, according to TAM data, SRK led the pack with 5,900 (ad volumes in 1,000 seconds), followed by Dhoni 5,272 and Sachin at 1,787.

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