Brand Virat overtakes Dhoni in per day endorsement fees
While country’s skipper M S Dhoni continues to be one of the highest paid brand endorsers in per annum deals, Virat Kohli earns more than MSD in per day endorsement fees.Updated: Mar 28, 2016, 22:17 IST
Virat Kohli’s unbeaten 82 runs in the last match against Australia have turned him into a man of the moment - not just for cricket crazy audience but also for brand managers. While country’s skipper M S Dhoni continues to be one of the highest paid brand endorsers in per annum deals, Virat Kohli earns more than MSD in per day endorsement fees.
Kohli charges for about Rs 2 crore per day against Dhoni’s Rs 1.5 crore. Sachin Tendulkar also charges Rs 2 crore. Brands have two contract options – to hire endorser for a year or to hire endorser on per day basis. “Kohli signs contracts for about 3 days with per day charge of Rs 2 crore, equivalent to cricket legend, Sachin. Brands utilises those three days in photo shoots, press briefings along with other appearances,” said a brand consultant who negotiates with Kohli’s brand manager on behalf of advertisers.
Kohli has also taken over Dhoni in bat related endorsements. Dhoni gets around Rs 6 crore to put a spartan sticker on his bat, MRF bat earns around Rs 8 crore, other marketing executives claimed. “In last four years, the brand value of Kohli has boomed from under a crore to over few crores now. He endorses 15 brands and we are expecting to add another five brands this years, mostly in lifestyle and tech segment,” Bunty Sajdeh, CEO, Cornerstone Sports and Entertainment, the agency that manages Kohli’s endorsement deals, told HT.
Presently, Kohli charges Rs 5 crore per annum (per brand), whereas Dhoni charges Rs 8 crore for the same. “Most of Virat’s deals are over two years. Dhoni’s majority of deals are for a year. We are not encouraged to hire Virat for a short term contract, considering his age and stage in career. However, while Dhoni is a commendable player, we generally invest on per year contracts,” said a marketing head at an international firm who has worked with both Kohli and Dhoni, for 2 different brands.
Delhi batter on Monday also lashed out at people for trolling his former girlfriend and actor Anushka Sharma on social media. His vocal attitude attracts advertisers, said experts. “Such swagger and personality to show his emotions clearly attracts youth. Hence, he is a perfect fit for most of the brands,” said Indranil Das Blah, chief operating officer, CAA KWAN, a sports and celebrity management agency.
In 2013, Kohli had inked Rs 10-crore per annum deal with German sports goods giant Adidas. Other bouquet of brands include MRF, Pepsi, Audi, Vicks, Boost, USL, TVS, Smaash, Nitesh Estate, Tissot, Herbalife, and Colgate.