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Cricketers look at hitting new deals

business Updated: Oct 31, 2010 21:40 IST
HT Correspondent

Post the Commonwealth Games (CWG) advertisers’ focus is shifting to the not too distant ICC Cricket World Cup, to be held in India after 1996. The industry has reasons to believe that cricket sports celebrity endorsement is going to get hot again.

As a sign of things to come, cricketer Virender Sehwag has called off his nearly ten-year contract with Latika Khaneja’s Collage Sports Management.

He is getting ready for a fresh new endorsement journey with Sunil Gavaskar’s Professional Management Group (PMG), in which ad man Sam Balsara of Madison and Noomi Mehta of Selvel have an equal stake.

“These are good times for the Indian economy and advertisers in India are looking at their brands with much optimism. The idea is to capitalise opportunities, given the intense impeding competition every category — from FMCG to telecom — is going to see. The timing is just right,” said Sam Balsara, chairman, Madison World.