Hindustan Times (Patna) - - NA­TION -

Only Yu­vraj Singh, who made a grand come­back af­ter re­cov­er­ing from can­cer, and Vi­rat Kohli are likely to es­cape un­scathed.

“The string of de­feats will def­i­nitely hit the sen­ti­ments of the brands en­dorsed by Dhoni and other play­ers,” said Piyush Pandey, ad guru and creative di­rec­tor, south Asia, Ogilvy & Mather, In­dia.

Ac­cord­ing to TAM Me­dia, a tele­vi­sion view­er­ship mon­i­tor­ing agency, sports celebrity en­dorse­ments on tele­vi­sion have fallen more than 40% over the last one year.

Brand agents, how­ever, stoutly de­fended their clients.

“Wins and losses are part of the game. There are many global brands that are interested in sign­ing Dhoni,” said Dhoni’s brand man­ager Arun Pandey, chair­man of Rhiti Sports.

“It’s tough to ac­cept back-to­back de­feats at home and ques­tions on en­dorse­ment fees are re­ac­tions. How­ever, the ef­fect will be tem­po­rary,” said Har­ish Kr­ish­na­machari, vice-pres­i­dent, World Sports Group, which man­ages Sachin Ten­dulkar and Gau­tam Gamb­hir’s en­dorse­ments.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.