Photo Credit: Instagram Photo of @mahi7781
MS Dhoni, affectionately known as ‘Thala’ in Chennai, is a cricketing icon with an impressive legacy of records and trophies, but his influence extends far beyond the field. Though he has retired from international cricket and is no longer hitting sixes on the ground, Dhoni is dominating the brand endorsement space.
In 2024, Dhoni has secured 42 brand deals in just six months, surpassing prominent figures like Amitabh Bachchan and Shah Rukh Khan, as reported by TAM Media Research. Known for his widespread appeal, Dhoni’s influence remains strong, making him a sought-after figure for a variety of endorsements, ranging from luxury cars to civic campaigns.
This milestone is particularly significant given Dhoni’s retirement from international cricket, underscoring that his popularity and appeal are far from fading. His ability to resonate with diverse audiences has made him a top choice for brands across industries.
Dhoni’s notable endorsements in 2024 include major names such as Citroën, Garuda Aerospace, Cleartrip, Lay’s, EMotorad, Mastercard, Gulf Oil, Orient Electric, and Explosive Whey. His recent collaboration with Eurogrip Tyres adds to his impressive portfolio ahead of the IPL season. Dhoni’s influence also extends to civic engagements, including a partnership with the Election Commission to boost voter turnout in Jharkhand, showcasing his versatility as a brand ambassador.
Despite a relatively lower screen presence compared to actors like Akshay Kumar, Shah Rukh Khan, and Amitabh Bachchan, Dhoni’s impact is unparalleled. According to the TAM report, Dhoni averages 14 hours of screen time daily, while Kumar, Khan, and Bachchan have daily screen times of 22, 20, and 16 hours, respectively. His steady influence is attributed to his calm demeanor and non-controversial persona.
“Dhoni defies the typical rules of stardom,” said Harish Bijoor, a brand strategy expert. “He represents reliability, calmness, and an attitude that brands admire, making him a favorite even after his international cricket retirement.”
R N Baba, former media manager of the Indian cricket team, remarked, “Dhoni is loved across the country. In Chennai, he’s called Thala, meaning head. His humility and respect for others make him the most relatable brand ambassador in India.”
Dhoni’s leadership of Chennai Super Kings (CSK) has also strengthened his reputation as a powerful brand figure. According to Houlihan Lokey, CSK’s brand value reached $231 million in 2024, the highest among IPL franchises.
Dhoni’s leadership has played a pivotal role in attracting top-tier sponsors and maintaining the team’s massive fan following. CSK’s fan engagement strategies, community initiatives, and branding success are largely attributed to Dhoni’s popularity, which has driven high sponsorship revenues, solidifying CSK’s place at the top of the IPL rankings.
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Name of Author: Cricexec Staff
