The COVID-19 pandemic is believed to be causing lasting changes in various areas of life across the world. In India, AdEx, an advertising monitoring and information company, claimed that advertisers were starting to prefer sports figures over Bollywood figures. In its report, the company said that while the advertising volumes of celebrity-endorsed Bollywood brands fell 30% from last year, advertisements with sports celebrities increased by 17% during the same period. period. Among the many sports stars to make a comeback are BCCI President Sourav Ganguly and “Master Blaster” Sachin Tendulkar.
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Sports stars are coming back to television
While Indian captain Virat Kohli has long served as the highest paid and most valuable cricketer in terms of endorsement contracts, MS Dhoni has made a reappearance in the commercials. According to data provided by TAM AdEx, “Captain Cool” MS Dhoni reached second place after announcing his retirement on August 15 of this year. Dhoni, who was in eighth place, moved up six places, overtaking Bollywood legend Amitabh Bachchan.
A TAM AdEx spokesperson said Economic time that the surge in advertising volumes for cricketers is driven by Virat Kohli, MS Dhoni, Sachin Tendulkar, Sourav Ganguly and Virender Sehwag despite the fact that apart from Kohli, the other four no longer play for India.
At the top, Kohli has a mark estimated at $ 170 million. It currently endorses Puma, Wrogn, MuveAcoustics, Too Yumm, Tissot, Manyavar, Royal Challenge, American Tourister, Boost Energy Drink, MRF Tires, etc. making the MyTeam11 app and several other brands, especially in Bengal where it continues to be celebrated with huge media presence and public support. MS Dhoni and Sachin Tendulkar both appear in advertisements endorsing mutual funds.
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Sourav Ganguly, Sachin Tendulkar back on TV: Positive signs for former players?
There could be many possible reasons for this decision, such as the increase in sports star advertising ahead of IPL 2020, the growing appeal of sports stars or even a drop in confidence in Bollywood celebrities. This trend could be a welcome change for sportsmen in India, many of whom have had to struggle after retirement. Even though the roster is quite limited in cricket at the moment, other players are making slow but steady progress.
Olympic silver medalist PV Sindhu and Commonwealth Games gold medalist Kidambi Srikanth both support the Bank of Baroda and have also made lucrative deals. Six-time World Championship winner and Olympic bronze medalist Mary Kom has also signed several lucrative contracts, including one with BSNL. Hima Das, also made the list after her stellar performance at the Asian Games, signing deals with Adidas, SBI and Edelweiss. However, there is still a long way to go for brands to diversify away from men’s cricket.
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Image credits: AP
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