CSK’s dilemma: Brand Dhoni vs Dhoni the player
With 42 brands under his belt in 2024 (in the first six months), Dhoni has surpassed even Bollywood icon Amitabh Bachchan, who has 41
There have been two constants to every Mahendra Singh Dhoni inning in IPL 2025.
One, when he walks to the middle: the crowd goes wild, decibel levels go through the roof and even the opposition seems to be in awe of the man. Such has been the Chennai Super Kings legend’s pull that broadcasters have been willing to trade advertising time just to show his entry to the crease.
Then there is the second: the anguish on faces of the fans when the 43-year-old is dismissed or when he fails to carry his team over the line as he has done so often in the past.
Now, with the team management admitting that Dhoni may not always be able to take the strain of going full-tilt for 10 overs, explaining his decision to drop down the batting line-up, pundits are asking why he is still playing.
The answer to that question isn’t all cricket. The Indian Premier League is big business with its brand value, according to a Brand Finance report, surging by 13% to reach $12 billion in 2024.
According to the same report, Chennai Super Kings (CSK) has the highest brand value at $122 million, followed by Mumbai Indians (MI) at $119 million and Royal Challengers Bangalore (RCB) at $117 million.
CSK’s brand is built on two things — their consistent performances which have seen them reach 10 of the 17 finals played so far and Dhoni.
“Dhoni has been the face of the franchise and the biggest contributor to the franchise’s success. This team has a mass fan following across India. Due to these factors, CSK is able to get the cream of sponsors and has recorded high sponsorship revenues. The team’s branding elements, fan engagement strategies, and CSR initiatives have all contributed to its enduring success and popularity,” said the Houlihan Lokey report on IPL valuation in 2024.
