MS Dhoni (left) and Virat Kohli © Getty Images
MS Dhoni (left) and Virat Kohli © Getty Images

 

Apr 11, 2014

 

India captain Mahendra Singh Dhoni has surpassed his deputy and batting star Virat Kohli as the nation’s most expensive cricketer, as his endorsement fees is now of Rs 13 crore.

 

According to a report in the Hindustan Times, the Indian skipper’s brand value has surged by almost 60 per cent in the last four months. It must be noted that Dhoni-led Indian team haven’t had much success in this span. Apart from them qualifying for the final of the ICC World T20 2014, Team India has not been doing well.

 

Dhoni-led Indian Premier League (IPL) franchise Chennai Super Kings is also facing charges of corruption and match-fixing, with the captain’s role coming under scrutiny.

 

Till 2013, Dhoni was charging Rs 8 crores per annum per deal. But Kohli overtook him with a Rs 10 crores-deal with Adidas. Dhoni, with the current development, is now only next to Bollywood superstar Aamir Khan, who charges Rs 15 crores per agreement. At present, Dhoni endorses 21 brands.

 

Arun Pandey, the chairman of Rhiti Sports Management, that manages Dhoni’s brand engagements says, “Dhoni has recently signed deals with six to eight brands where he will get a share of revenues generated by those brands.”

 

Experts in the field say the rise of Brand Dhoni is because of his consistent performances and achievements as a captain across all the formats.

 

“Dhoni’s brand value has got no dent because of his consistency and stunning performances of team India. Also, Indian audiences and sports lovers have a very short memory,” Latika Khaneja, director, Collage Sports Management said.

 

Spartan, an Australian sports good manufacturing company who recently partnered with Dhoni informed, “One of the hardest working players in the cricketing community, Dhoni captains the team for all three formats of the game for India as well as the Chennai Super Kings.  His hardworking, unconventional style fits in perfectly with the culture of our brand.”