Indian cricket Team captain Mahendra Singh Dhoni has signed a whopping Rs 200 crore endorsement deal with a talent management company surpassing Sachin Tendulkar in the corporate contract sweepstakes.
Dhoni has entered into a three-year deal with Rhiti Sports Management and Mindscapes, which will manage the Indian skipper’s long list of endorsements and brand associations, corporate profile, patents and digital rights, images, visibility on social networking sites and merchandise through a joint venture.
The companies through a joint venture will manage Dhoni’s long list of endorsements and brand associations, corporate profile, patents and digital rights, images, visibility on social networking sites and merchandise.
Tendulkar held the corporate contract crown earlier, thanks to a Rs 180-crore deal with sports management firm Iconix for three years in 2006.
Confirming the development, Rhiti Sports General Manager (Operations) Mr Sanjay Pandey said as per the agreement, the company will be looking after Dhoni’s entire spectrum of endorsements.They will manage the Indian skipper’s endorsements and brand associations, patents and digital rights, images, visibility on social networking sites and merchandise.
Dhoni earned $10 million last year which made him top a list of the world’s highest-grossing cricketers. He earned $8 million from endorsements adding that his campaigns were 45% more expensive than other players.
Mindscapes has been managing Dhoni’s endorsements to date while his digital rights were split between several agencies.
Dhoni ended a long-running deal with sports management firm Gameplan Sports two years ago. Last year, he formally joined Mindscapes Maestros along with three promoters. But internal differences cropped up between the owners resulting in one quitting the company. At the time Mindscapes was floated, there was intense speculation that Dhoni had come on board as an advisor.