India news June 20, 2012

MS Dhoni tops cricket's rich-list in Forbes magazine


MS Dhoni, the India captain, has proved to be just as successful off the field as he has been on the field. Forbes magazine has ranked him as the highest-paid cricketer, as well as the highest-paid athlete in India for the period from June 2011 to June 2012.

Dhoni tops not only team-mate Sachin Tendulkar, but also global stars like Olympic 100m champion Usain Bolt, Novak Djokovic, the tennis World No.1, and England and Manchester United striker, Wayne Rooney.

According to the magazine, Dhoni made a total of US$ 26.5 million, of which $23 million was earned from endorsements and $3.5 million from salary and prize money. That puts him 31st on the list while Tendulkar was 78th, with total earnings of $18.6 million, of which $16.5 were from endorsements.

The Forbes list was topped by champion boxer Floyd Mayweather, who made $85 million, followed by his main rival, Manny Pacquiao, with earnings of $62 million, and Tiger Woods, with $59.4 million.

Dhoni's unprecedented success leading India - he is the only captain to have won the ICC World T20 championship, the 50-over World Cup and led his team to the No.1 Test ranking - has made him one of India's most popular celebrities, not just athletes.

A study by Tam Sports of the advertising patterns during the 2011 ICC World Cup showed that ads featuring Dhoni far outstripped those of any other celebrity. Ads involving Dhoni grabbed a 29% share of the total television ads during the tournament, almost three times the frequency of Bollywood star Shah Rukh Khan, who was second with 10%. Tendulkar was fourth, with 7%.

In July 2010, Dhoni signed a three-year endorsement deal worth approximately Rs 2.1 billion ($ 42 million) with Rhiti Sports, a sports marketing agency. The deal surpassed the three-year deal worth Rs 1.8 billion ($38 million) that Sachin Tendulkar signed back in 2006, making it the largest such deal in Indian sports history.

Later the same year, he signed a three-year deal worth Rs 260 million (about US$ 5.7 million) to promote McDowell's soda, which is owned by the UB Group headed by Vijay Mallya. Altogether, Dhoni represents more than 20 brands, including Pepsi, Reebok, Aircel and TVS.

Sangeet Shirodkar, who helped put the deal together for Rhiti Sports but is now a director at Offspin Sports and Entertainment, says Dhoni's commercial success is tied not only to his sporting success, but also his surprising rise through the ranks of Indian cricket.

"He comes from a very humble background," Shirodkar said. "That has contributed to the fact that Indian brands are attracted to having him as a brand ambassador. The Indian growth story is targeted at the masses, not the top of the pyramid. [Dhoni is] one among them who has come out and has achieved so much."

In an article for the Hindu BusinessLine last year, Harish Bhat, the Chief Operating Officer - Watches, Titan Industries Ltd and Somprabh Singh, Senior Manager, Marketing, Titan also cited Dhoni's middle-class background as one of the key reasons for his appeal (Titan is one of the brands Dhoni endorses).

"Perhaps the most impressive aspect of Dhoni's brand personality is the respect and humility which he displays, not merely to the cricketing fraternity, but towards everyone he meets and interacts with," they wrote. "This reflects his strong middle-class values, his origins in a part of the country which has been the crucible of Indian culture and civilisation, and, of course, the simple person that he is. It enhances the esteem and love which Indians have for him"

According to the pair, another plus for India's captain is his ability to cut across demographics. "Dhoni symbolises vibrant youthfulness, which is aspirational across age-groups in our country. A large part of India is young, and the rest of India wishes to look and feel young. Therefore, his youthful appeal cuts across India's demography."

India's struggles over the last 12 months - losing eight consecutive away Tests to England and Australia - have clearly not dampened Dhoni's commercial appeal. With India's schedule requiring them to play mainly at home for the near future, his brand is likely to only grow stronger.

Tariq Engineer is a senior sub-editor at ESPNcricinfo

Comments have now been closed for this article

  • Dummy4 on June 22, 2012, 21:11 GMT

    If you just look at endorsement money alone MS Dhoni ranks 8th entering the "famous top 10", that's huge. Here is the line up for endorsement $ alone: Tiger Woods, LeBron James, Roger Federer, Kobe Bryant, Phil Mickelson, David Beckham, Rafael Nadal, MS Dhoni at $23 mil, more than Maria Sharapova at $22 mil.

  • Deepak on June 22, 2012, 4:29 GMT

    @Dhushan: Three F1 drivers are ahead of DHONI. At 19 is Alonso, at 21 is M.Schumacher and at 24 is Hamilton. Also these are the only three F1 drivers in the Top 100.

  • Dhushan on June 22, 2012, 2:53 GMT

    I'm very curious to know where the F1 drivers are on this list. It's no secret that formula 1 drivers & golfers are the highest paid sportsmen in the world.

  • Dummy4 on June 22, 2012, 2:18 GMT

    Absolutely Dhoni deserves it...for taking india to No1 spot in tests, winning 20overs and 50overs world cup...

  • Dummy4 on June 22, 2012, 1:33 GMT

    He deserves it the most. Hats off to dhoni for his achievement.

  • Dummy4 on June 21, 2012, 23:24 GMT

    for loosing 0-5 in Eng and Aus loosing one day series in both place truely great.

  • Sreejith on June 21, 2012, 17:27 GMT

    100 Afridi = Dhoni , BIGDHONIFAN

  • Tim on June 21, 2012, 17:27 GMT

    Nothing to really brag about. He only made $3.5m in salary and prize money. Players at the low end of the NFL, NBA, MLB easily make that in annual salary. Top cricketers still make peanuts (in salary) compared to top players in other major world sports.

  • Sammy on June 21, 2012, 15:52 GMT

    Comparing Afridi with Dhoni by some jealous fans are laughable...Afridi's batting is good enough to be compared with someone like Harbhajan.

  • Dummy4 on June 21, 2012, 14:21 GMT

    well i m the "the dhoni fan" so i m humbled with this news

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