IPL 2020: Dhoni and Kohli lead as cricketers flood endorsement space
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MS Dhoni and Virat Kohli
It looks like after shinning in the World of cricket with their exceptional and consistent performances over the decade, Indian cricketers are now making a move for the endorsement space. According to the TAM Sports IPL Advertising report, the number of endorsed cricketers have gone up from 4 to 18 since IPL 2019, while that of Bollywood celebrities has modestly risen from 21 to 30.
Controversies taking a toll on Bollywood
Lloyd Mathias, Business Strategist and former Asia marketing Head of HP Inc, opines that all the recent controversies surrounding Bollywood are affecting the numbers in the advertising department. And who else to turn but cricketers who are nothing short of celebrities in India. Mathias predicts that this trend might continue till the end of the year as India tour Down Under in December.
“But due to the (coronavirus) pandemic, there have not been many new releases from Bollywood over the past seven months. Also, the recent coverage around the death of Sushant Singh Rajput and the subsequent fallout with allegations of drug use by some stars has made advertisers a little wary of their association with Bollywood. In this context cricket remains the only fallback,” he told Money Control.
While Indian superstars Virat Kohli and MS Dhoni lead the list with 42 and other 9 percent of endorsements, there have been quite a new faces in Rishabh Pant and KL Rahul. Kohli is the costliest of the bunch charging Rs 5 crore a day to endorse a brand, while the likes of Dhoni and Rohit Sharma charge Rs 1 crore to Rs 3 crore.
The report quoted that the overall count of celebrity endorsements in the IPL 13 grew 92 percent over IPL 12. With the onset of IPL, Kohli and Dhoni went on to overtake Bollywood stars like Amitabh Bachan as we say veterans Sachin Tendulkar, Virender Sehwag and Sourav Ganguly enter the arena.
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FS Desk
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