As Virat Kohli steps down as T20I captain, we take a look at what happened to MS Dhoni's brand when he wasn't in charge.

Virat Kohli steps down as T20I captain

Friday, 17th September 2021

The Board of Control for Cricket in India (BCCI) announced on Thursday that Virat Kohli will step down as T20I captain after the ICC Men's T20 World Cup in 2021.

"After the upcoming ICC event in 2021, which is hosted by the BCCI in UAE and Oman," a BCCI statement added, "Kohli will continue to be available for selection in the T20 format."

“I have been fortunate enough to not only represent India but also lead the Indian Cricket Team to the best of my ability,” Kohli added in his statement. I'd like to express my gratitude to everyone who has backed me up during my time as captain of the Indian Cricket Team. Understanding workload is critical, and given my heavy workload over the last 8-9 years playing all three formats and captaining on a regular basis for the past 5-6 years, I believe I need to give myself some breathing room in order to be fully prepared to lead the Indian team in Test and ODI cricket."

Kohli's decision is as as stunning as MS Dhoni's surprise decision to step down as India's ODI and T20I captain in 2017.

Brand analysts predicted an impact on his brand value at the time. Dhoni was supporting 15 brands at the time, including Orient Fans, Sony, Big Bazaar, TVS Motors, and Videocon.

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Experts had noted at the time that certain firms had begun to cut ties with Dhoni as he neared the conclusion of his career, particularly after his statement in 2014 that he would retire from Test matches.

When Pepsi discontinued their 11-year partnership with Dhoni in 2016, it was the biggest brand deal Dhoni has lost. Cello, Aircel, Titan, GE Money, Amarpali, Big Bazaar, Dabur Honey, and Boost were among the firms that had cut ties with the batsman.

Dhoni's brand worth had declined from USD 21 million in 2015 to USD 11 million in 2016, according to Forbes' annual Fab 40 list from 2016. That year, the cricketer's ranking had dropped from five to ten.

According to the Duff & Phelps 2020 research, MS Dhoni's brand value is currently valued at USD 36.3 million.

Dhoni's ranking dropped from ninth in 2019 to eleventh last year.

When it comes to cricket celebrities, though, after Kohli, it is Dhoni who ranks second in terms of brand value.

Only time will tell if Virat Kohli's brand worth suffers the same fate as MS Dhoni's.

The News Talkie Bureau

Source

Moneycontrol