The whole nation is celebrating India’s win in the Test match at the Mecca of cricket, Lord’s. Ishant Sharma and co had fans and critics alike gushing. And waiting in the slips as it were, to cash in on the glory, are advertisers.
His man-of-the-match showing is expected to send Sharma’s brand value soaring. The exploits of other ‘lesser known’ team members such as Murali Vijay, Bhuvaneshwar Kumar and Ajinkya Rahane are also expected to see a rise.
“I am sure there will be a decent spike, of about 30%, in the brand value of Ishant Sharma after his performance,” said Latika Khaneja, director, Collage Sports Management, a company that managed the bowler’s brand endorsement deals till 2011.
Sharma currently charges about Rs. 40 lakh a year per brand. New deals would be likely to cost in excess of Rs. 52 lakh.
Sharma’s brand manager, Aneesh Gautam, vice-president, Cornerstone Sport and Entertainment, is already in talks with German sportswear brand Adidas. “The victory has boosted Sharma’s brand image instantly. We may close the deal with Adidas soon (for Sharma) while we are in talks with several other brands too,” said Gautam who also manages brand associations for Shikhar Dhawan, Rohit Sharma, Murali Vijay and Virat Kohli.
Vijay, Kumar and Rahane can expect to get a 10-15% rise in endorsement fees. “The demand for new faces in the ad world is at peak. In last few months, Shikhar Dhawan has collected over 12 brands, while Rohit Sharma has about eight brands,” Gautam said.
“The opening up of crisp formats like the domestic T-20 tournaments and champion league has ensured that new players get ample of opportunities to showcase their talent,” said Navin Khemka, managing partner, Maxus, a media agency under GroupM. A feisty attitude is a revenue-spinning side effect.