New Delhi: India’s win in the Twenty20 World Cup has boosted the brand value of the cricketing heroes, raising expectations of media planners and broadcasters that the upcoming series with Australia will spell good business.
Not only are the media planners bullish on the increased brand value of cricketers, including star performers M. S. Dhoni and Yuvraj Singh, but official broadcaster Nimbus for the India-Australia series is also expecting it to be a sell-out in terms of advertisement spots. The seven-match series starts on September 29.
Dhoni, who endorses around a dozen brands such as Pepsi, Videocon, Exide and Reebok, has become a hot cake already with an estimated Rs1 crore per brand. Post-T20 success, some new companies are also trying to rope him.
“There are a few companies which have contacted us and shown keen interest,” Jeet Banerjee, CEO of Gameplan Sports which manages Dhoni’s account, said.
However, he said nothing changes overnight but the cricketers’ endorsement value should go up if the team continues to play well.
Similarly, Collage Sports Management director Latika Khaneja, who manages endorsement accounts of Virendra Sehwag and Gautam Gambhir, said, “I expect more endorsements for Sehwag who is currently engaged with Adidas if he is able to maintain his form but it will be decided ones he gets back to one day internationals.”
Vice-Captain Yuvraj Singh has nine brands in his kitty with slightly over a crore a brand riding on him. He is the highest earner per brand in India’s Twenty20 team.
According to some market observers, there is going to be a big change in Indian cricket in terms of brand endorsements with new and young players making their mark.
”I think there is a new lease of life in cricket with the new generation of players in the game. The Yuvraj and Dhoni of today will become Sachin and Ganguly of tomorrow, while players like R P Singh, Robin Uthappa and Dinesh Karthik will become Yuvraj and Dhoni of yesterday,“ Globosport India Vice-President Anirban Das Blah said.
Nimbus is expecting it to be a sell-out as advertisers have started showing keen interest in cricket again, after the first round loss in the ODI World Cup in West Indies.
“We expect the up-coming India-Australia series to be a sell-out,” Nimbus Managing Director Harish Thawani said, adding, T20 had a positive impact on cricket.
Whenever India has done well, there has always been a good response to cricket both from viewers and advertisers, he said.
The performance of the men in blues in T20 has wiped off the nightmarish memories of the World Cup debacle.
“Post-England, they (Indian cricket team) seemed to have put the World Cup ghost behind. The T20 cup should bring confidence back to team,” Madison Media CEO Basab Dutta said.
She said there were not many takers initially for India-Australia series but advertiser sentiment definitely follows team performance and it is definitely going to pick up.