Mumbai : From accolades to cash, property and cars – team India’s windfall just doesn’t seem to end. Not just this, the brand value of the world champions has also increased manifold after their cricket World Cup win over Sri Lanka.
“The recent victory as World Champions has definitely increased the brand value of the cricketers. They are winners – dependable, trustworthy, cool and ‘Hero’ status being some of the traits. The market value for key cricket stars will be up 15-20 percent,” Sanjoy Chakrabarty, CEO of Dentsu Media, told IANS.
While captain Mahendra Singh Dhoni and master blaster Sachin Tendulkar have always taken the top slots when it comes to endorsements, the World Cup win has also made others like Gautam Ghambhir and Virat Kohli quite sought after.
“Winning the World Cup after 28 years, and that too being the first host nation to do so, was an exceptional effort by the team and it is but natural that their popularity and demand with fans and brands alike will increase,” said Mustafa Ghouse, sports head at celebrity and sports marketing company GloboSport.
“Dhoni and Sachin will continue to be the main attractions but the performance and success of Yuvraj Singh, Virat Kohli, Suresh Raina, Gautam Gambhir and Zaheer Khan will also increase their demand. They appeal to a different audience and I think that will be an important factor for brands,” Ghouse explained.
While brands that had secured players for their commercials before the World Cup are in a good position and are reaping the benefits, the ones that want the Men in Blue in their ads now are in a bit of a spot.
“After the World Cup, I have been trying to work with a couple of cricketers for some ads but none of them is available. All their dates are chock-a-block. Almost like a dog fight is happening among clients, trying to get even a couple of hours from each one of them. This is the situation,” said Joshua Upputuru, producer with Nomad Films, a production house that makes adfilms.
According to Dentsu Media’s Chakrabarty, cricketers will be raking in anywhere between Rs.7-10 crores per annum for one brand, which is an increase from what they were being paid before the World cup.
“Reported figures are in the range of Rs.7-10 crore. But it’s impossible to put a figure, or quantify in general for each player,” he specified.
And what are the factors on which the fee is determined?
“The fee depends upon many factors – category, brand which is seeking association, level of association, number of days of association, number of years of association, how does brand help the celebrity in terms of personality association, market dynamics and demand-supply,” he explained.
Many also feel that with Indian Premier league (IPL) starting, the value of the Indian cricketers will be further boosted.
“It will take a while before the euphoria of the World Cup victory subsides. The fact that the IPL is here gives the players an opportunity to continue their good form and increase their value in the market,” said Ghouse.
Even fans are more eager to see their favourite cricketers endorsing brands.
“I love Sachin and after the World Cup, I will support everything he does, definitely if he endorses a particular brand, it will effect me and I will use it for sure. He is God,” said excited cricket fan Soumit Ray.
Some of the brands that are being endorsed by cricketers currently are Aircel (Mahendra Singh Dhoni), Fast track (Virat Kohli), Adidas, TVS, Britannia (Sachin Tendulkar), Revital (Yuvraj Singh).