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HindustanTimes Thu,10 Jul 2014

Yuvraj Singh breaks into big brand league

Himani Chandna Gurtoo, Hindustan Times  New Delhi, April 03, 2011
First Published: 21:27 IST(3/4/2011) | Last Updated: 10:06 IST(4/4/2011)

ICC World Cup 2011 Man of the Tournament Yuvraj Singh is turning into the man of the moment on the brand endorsement circuit.

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Five new beverage and automobile brands have shown interest in signing up the left-hander as their brand ambassador following his fine all-round performance in the tournament.

Experts expect Yuvraj’s endorsement rates to go up by 30% from the R3-4 crore per deal that he was clinching prior to the world cup. This brings him closer to MS ‘captain successful’ Dhoni and Sachin ‘the legend’ Tendulkar in brand value.

“He has moved to the next level in the endorsement industry,” Bunty Sajdeh, CEO of Cornerstone Sports and Entertainment, the agency that manages Yuvraj’s endorsement deals, told HT. “He can command more than R5 crore per deal, similar to Dhoni and Sachin.”

At present Yuvraj endorses brands such as Reebok, Revital, Parachute, Birla Sun Life Insurance and Fiat.

“We are negotiating with five brands and will make a decision after carefully evaluating the products,” Sajdeh said.

The higher rates could also put him out of the reach of some brands, Sajdeh added.

If his performance in the fourth season of the Indian Premier League is as feisty, it will only augment his endorsement quotient. He is set to lead the Pune Warriors in the league that begins on Friday.

“Yuvraj had played a fantastic tournament and made a fabulous comeback in the endorsement competition,” said Piyush Pandey, ad guru and executive chairman, south Asia, Ogilvy & Mather, India.

“His youthful image is his USP which helps brands connect with consumers,” said Prasoon Joshi, director, Asia-Pacific, McCann Worldgroup.


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