Who would have thought that after nearly 19 years in International Cricket, Indian cricket star Sachin Tendulkar would still be the the most sort after brand in India? Thats primarily a tribute to the cricketer's immense passion and dedication to the game.
While all the buzz is about cricket’s young turks who slayed mighty Oz, it is the little master who still scores big. Not just on the field, but as a brand, too. While the numbers show Mahendra Singh Dhoni just a wee bit behind Sachin Tendulkar (Rs 5 cr vs Rs6 cr per annum for brand endorsements), in terms of his durability, experts say Sachin is way ahead.
According to Manish Porwal, CEO, Percept Talent Management, brand Sachin is leagues ahead of everyone else. “While they might seem close now, if I were to acquire brand Sachin, it would be worth at least five times Dhoni. A brand is always a long-term property,” he says.
Sports marketing companies say that the brand value of Dhoni has gone up by 15-20% after the Australia series.
Interestingly, the spike in value is more because of Dhoni’s calm captaincy and leadership, rather than his exploits with the willow. On the other hand, Sachin’s brand value is no longer dictated by his run of good scores. The fact that he has had a good run in the recent tour of Australia has, however, added to his value.
Ravi Krishnan, former managing director of IMG South Asia, one of the largest sports marketing firms, says: “Brand Sachin has always been strong, as he’s almost become a legend of the game. He’s emerged as someone on whom brands can bank upon irrespective of how he’s performing. That’s primarily because he’s proven himself over a long period of time.”
According to Manish Porwal, CEO, Percept Talent Management, brand Sachin is leagues ahead of everyone else. “While they might seem close now, if I were to acquire brand Sachin, it would be worth at least five times Dhoni. A brand is always a long-term property,” he says.
Sports marketing companies say that the brand value of Dhoni has gone up by 15-20% after the Australia series.
Interestingly, the spike in value is more because of Dhoni’s calm captaincy and leadership, rather than his exploits with the willow. On the other hand, Sachin’s brand value is no longer dictated by his run of good scores. The fact that he has had a good run in the recent tour of Australia has, however, added to his value.
Ravi Krishnan, former managing director of IMG South Asia, one of the largest sports marketing firms, says: “Brand Sachin has always been strong, as he’s almost become a legend of the game. He’s emerged as someone on whom brands can bank upon irrespective of how he’s performing. That’s primarily because he’s proven himself over a long period of time.”
The young cricketers need to learn a lot from the maestro apart from cricket tips, i suppose.
