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MS Dhoni signs endorsement deal with Rhiti Sports

Posted by on Jul 13, 2010 | Leave a Comment

Indian cricket captain MS Dhoni has presented himself a wedding gift worth nearly Rs 200 crore in an endorsement and talent management deal that took him past Sachin Tendulkar in the corporate contract sweepstakes.

Rhiti Sports Management and Mindscapes One will now be in charge of managing all the endorsements of Dhoni. Sources said the deal stands for three years.

The deal authorizes the management company to organise Dhoni’s endorsements and brand associations including digital rights, images and visibility on social networking websites.

Dhoni’s deal surpasses that of even Sachin Tendulkar, who in 2006 had a three-year deal worth Rs 180 crore with sports management firm Iconix.

Confirming the development, Rhiti Sports General Manager (Operations) Sanjay Pandey said as per the agreement, the company will be looking after Dhoni’s entire spectrum of endorsements.

“Yes, we have entered into a two-year contract with Dhoni for Rs 200 crore. We have signed the contract a week back. From now onwards we will be handling Dhoni’s endorsements,” Pandey told PTI.

Apart from Dhoni, Rhiti Sports also manages his teammates RP Singh and Harbhajan Singh.

For Rithi Sports, the deal wasn’t easy to strike. Big management firms like IMG, Percept Group, the Sunil Gavaskar-promoted PMG and World Sport Group were in queue.

Rhiti and Mindscapes have trumped a handful of companies to enlist the popular cricketer, a darling of endorsement companies and brands. Dhoni charges up to Rs 6 crore an endorsement a year and is associated with 22 brands such as PepsiCo, Reebok, Aircel, Godrej and Hersheys.

Agencies earn up to 30 per cent of the endorsement charges of the client it manages. With the World Cup and numerous other series lined up, the deal is being touted as a huge money-spinner for everyone involved.

Dhoni’s wedding to Sakshi Singh Rawat, seems to have brought more luck and prosperity to him. Earlier, Sachin Tendulkar was the most expensive cricketer in India. However, Dhoni has now gone a step ahead.

This is sure really a big deal to any standard and Mr Dhoni deserves it well, However in my opinion when you hit such deals then the sponsors tries to take your every minute and there you lose lot of concentration on your game until or unless you are a real gentleman like Mr Sachin Tendulkar. But anyways Good Luck to Indian captain!!!!

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