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The 43-year-old CSK star stands even ahead of Bollywood celebrities including the iconic Amitabh Bachchan, who has 41 deals of endorsements to his name, and Shah Rukh Khan, with 34 deals under his belt.
MS Dhoni. (X)
Legendary Indian cricketer MS Dhoni, who remains active in the sport with his beloved IPL side Chennai Super Kings, topped the list of celebrity endorsements as he plays the face of a whopping 42 brands in his diverse portfolio.
The 43-year-old CSK star stands even ahead of Bollywood celebrities including the iconic Amitabh Bachchan, who has 41 deals of endorsements to his name, and Shah Rukh Khan, with 34 deals under his belt, according to a report published by TAM Media Research, a joint venture between USA’s Nielsen and UK’s Kantar.
Dhoni most recently penned a deal with Eurogrip tyres making the wicketkeeper-batter the face of the brand. His other commitments include marquee names including Master Card, Citroen, Gulf Oil, Cleartrip, Lay’s, and Garuda Aerospace among others.
“Being associated with a brand like Eurogrip is truly exciting,” Dhoni said.
“My love for motorcycles and riding began long before my cricketing journey, and over the years, I have had the chance to ride a variety of bikes – from timeless classics to top-of-the-line superbikes. Choosing the right tyres is essential for a safe and enjoyable ride,” the former India and CSK skipper added.
“He embodies reliability and performance. Dhoni perfectly complements our commitment to delivering innovative tyre solutions for the new-age riders. This collaboration is a milestone in our brand journey,” executive VP of TVS Srichakra, Eurogrip tyres holding company, remarked.
Dhoni also added his stardust to civic events such as the recent Jharkhand elections following which the Election Commissioner declared that Dhoni’s stock continues to rise despite his retirement from international cricket.
“Even after retirement, Dhoni’s brand value is growing,” he said.
Another brand strategy specialist expressed that Dhoni was the only exception to the recency bias that is prominent in the world of sports endorsements.
“In cricket, you’re only as good as your last three matches,” the specialist said.
“Dhoni defies that theory. He is considered to be more than just a cricketer or a sports personality. He represents an attitude and, hence, is a darling of brands. This is because of his sobriety, cool demeanour, and non-controversial persona,” he elucidated.
Former Team India media manager and TNCA official RN Baba lauded the wicketkeeper for his qualities, which make him desirable for brands to be associated with.
“People love Dhoni across the country because of the way he carries himself — a calm and cool approach. In Chennai, people call him Thala, or head, and that is the respect he gets from the common man. I know several cases in which he declined brand endorsements, yet companies are still after him,” he revealed.
“As a sportsman, he won us World Cups, the Champions Trophy, and many more. But the way he behaves with the public makes him the most acceptable brand ambassador in India,” he continued.
Dhoni’s constant presence in yellow has been one of the driving factors behind the commercial success of the five-time IPL title winners CSK, which remains one of the most popular names across the sport in terms of marketability.
“Dhoni has been the face of the franchise and the biggest contributor to the franchise’s success. This team has a mass fan following across India. Due to these factors, CSK is able to get the cream of the crop of sponsors and has recorded high sponsorship revenues. The team’s branding elements, fan engagement strategies, and CSR initiatives have all contributed to its enduring success and popularity,”
