With the world at their feet after their Cup win, Dhoni’s daredevils are set to cash in as their brand equity scales new highs. Captain MS Dhoni’s endorsement quotient is likely to shoot, but even youngsters like Virat Kohli and Suresh Raina will benefit, and Sachin Tendulkar’s already strong brand equity will rise further.

“A lot of brands and companies would want to get associated with the cricket players,” said Madison World’s Sports Management Company, PMG chief operation officer Melroy D'Souza.

Endorsement fees will rise about 20%, and even the number of brands vying for cricketers will spurt, he said.