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Endorsement rates for Indian cricketers are expected to escalate in excess of 20 per cent with the World Cup win.
However, it is the Indian captain M.S. Dhoni's endorsement pricing that is expected to go to a new level.
According to Mr Shailendra Singh, Joint Managing Director, Percept, “For Dhoni it is a game-changing experience and will take his pricing to another level. He is already the biggest sporting icon and his brand will now have a new landscape. As for the others like Yuvraj (Singh), it would depend how their marketers handle this win. Pricing of endorsements could go up by 50 per cent but it would depend entirely on how they manage to rebrand themselves based on what is India's largest sporting moment, and not let go of this opportunity.”
Dhoni is the highest paid endorser in cricket, commanding between Rs 4 crore and Rs 5 crore for an endorsement. He is likely to see his rates soar to almost Rs 8 crore. With 23 brands, Dhoni's biggest deal has been with United Spirits Ltd at Rs 26 crore for three years.
Others like Virendra Sehwag will also get a boost in their endorsement pricing after the World Cup.
Mr Melroy D'Souza, COO, PMG (Sehwag's agency), said, “Sehwag already has 11 brands and another two to three brands have already approached him after the World Cup win.”
Sehwag currently commands between Rs 1.75 crore and Rs 2.25 crore for an endorsement.
With his rising fortunes, Yuvraj Singh can also hike his rates by 50 per cent.
Mr Manish Porwal, MD, Alchemist Talent Solutions, said: “Yuvraj has been going up and down in his performance. But this World Cup should see his rates go up by 50 per cent. It would help him graduate from lesser known brands like Revital to the more mainstream ones.”
The World Cup has brought in a new set of audience such as women and children, and advertisers would now like to bring in more cricketers to endorse their brands.
“The win would ensure that the second line of cricketers also get their faces recognised and get a chance for endorsements for a new set of viewers like women and children,” Mr Porwal said. “Cricket has consistency on television and the euphoria of the World Cup will remain for the next four years.”
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