by SHUVAIT KOUL
In a country where cricketers are considered to be demi-gods, the stellar triumph of becoming the World Champions doesn’t come alone but generates a sky-rocketing effect on the brand equity of players.
This is precisely what is set to happen with Dhoni’s victorious brigade in the aftermath of the WC conquest.
With big brands and companies signing-up the champions, one cannot agree more on the fact that this mammoth accomplishment has already made the men in blue the undisputed torchbearers of brand endorsements in India.
While Dhoni, Sachin and Yuvraj have turned out to be the major beneficiaries with their values attaining prodigious levels, the likes of Gambhir, Bhajji, Zaheer, Kohli and Raina are not far behind.
From the business perspective this victory is far more different than that of 1983 when the concept of brand endorsements was still to sink in completely. However, the ever-growing celebrity status of cricketers in the past decade and a half has made the corporate world invariably zero down on them when it comes to endorsements and publicity.
In the run-up to the World Cup, with Team India being the firm favorites to lift the cup, various corporate pundits had already foreseen the steep rise in the brand worth of players.
The stakes for Dhoni’s men were high before the World Cup had started and now the claims are remarkably higher. This gives a clear cut picture of the direct proportionality between the business sector and cricket in India.
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