The Hindu Business Line : Brands go long on cricket

New Delhi March 27 With the country, the BCCI and the players themselves mourning Team India's disastrous exit from the ongoing ICC World Cup Series 2007, all doesn't seem to be lost yet, with most companies claiming that the brand values of the cricketers will really not be impacted by the `passing phase'.

The official sponsors of the Indian cricket team, Sahara India Pariwar's Head Communications, Mr Abhijit Sarkar said, "Sahara's involvement with sports is of a long term nature and for the development of sports in general. The present phase in cricket, though not very good, is momentary and will pass. Hence, our support to the team as well as the players will remain unchanged." Mr Girish Rao, Vice-President, Sales and Marketing, LG Electronics, the official sponsors of the current World Cup series, said, "In terms of advertising and marketing spends, LG will not be making any changes in its commitments. We believe that cricket as a sport in itself holds a larger interest for all, and avid cricket fans shall continue to follow the matches right up to the finals. Our association with cricket is based on the passionate fan following for the game and not tied with the fortunes of any team or player."

The most wanted players of the current season were Mahendra Singh Dhoni, Sachin Tendulkar, Rahul Dravid, Saurav Ganguly and Virender Sehwag, all of whom charge anywhere between Rs 1 crore and Rs 5 crore per endorsement. Meanwhile, an advertiser spends between Rs 8 lakh and Rs 20 lakh for each campaign; the rates go higher when endorsed by celebrities, often going into crores of rupees.