Captaining the Indian men’s cricket team is a dream harbored by almost every Indian boy at some point in their lives. For the younger ones, it’s about the glory that comes with leading the team to victory. For the older ones, it’s notoriety that attracts, not to mention the serious influence of endorsements. In India, the captain of the cricket team is among the most searched celebrities, regardless of his leadership style, his game on the pitch or his general personality.
But, as 34-year-old Rohit Sharma dons the coveted mantle, it’s no simple case of ‘captain takes it all’. Sporting directors and brand experts believe that in the case of Sharma’s rise to the top spot, the impact on his brand-supporting career is much more nuanced.
Captain Rohit’s brand value
Harikrishnan Pillai, co-founder and CEO of marketing agency TheSmallBigIdea, believes the timing of the captaincy poses some challenges, but if one focuses on the opportunities, it’s not a gloomy picture. “Sharma gets the coveted captaincy in the long tail of his career, which is one of the biggest challenges. However, he will be able to lead the country in two ICC tournaments. The preparation for these two events and their results will play a very important role in enhancing the value of ‘Brand Rohit’. His team, I’m sure, will look to build on that anticipation and make deals for a longer term,” he adds. .
Sharma currently has 24 brands on her endorsement list. These include a mix of technology, fitness, finance, lifestyle and consumer goods, across global names like Adidas and La Liga, as well as newer brands like Financepeer and Dr Trust.
Leadership qualities
While he has already donned the captain’s hat for the tour of the West Indies which has just ended in India, he has been the captain of the Mumbai Indians for nine years now. Ergo, experts believe its leadership positioning is nothing new. On the contrary, it only reiterates this positioning.
“Throughout his tenure as captain for Mumbai Indians, long before he was chosen to lead the Indian team, he has already shown leadership on the pitch and displayed attributes of [being a] calm, composed and successful [sportsman]. Brands have always looked to him for such attributes and will continue to do so,” says G Srinivvasan, CEO of sports management company Sporjo. Srinivvasan previously ran IMG Reliance (now Rise Worldwide) and worked on developing Sharma’s brand roster in the past.
Given that he will now lead the team across all three formats, Sharma becomes an attractive option for brands that want to emphasize their leadership position and want to build brand trust. “He is also taking on the role at a time when the team is going through a transition. This makes him attractive to brands that want to exhibit leadership qualities through their communication,” adds Ramakrishnan.
Delicate situation?
Sharma’s captaincy, however, comes with a rather peculiar situation where outgoing captain Virat Kohli remains an active player in all formats. And that’s not all. MS Dhoni, the retired former captain, is also an active player in the endorsement game. Will these factors impact Sharma’s fortune as an endorser?
However, experts agree that a major negative impact is not likely. They observe that there is enough space for the three cricket stars to coexist, as they have done so far. Each of the three has its own brand look and has already carved out a place for itself.
Nikhil Bardia, Head of Sponsorship and Talent Sales, RISE Worldwide – which exclusively handles Sharma brand endorsement deals – said: “We have of course seen an increase in interest in the Sharma brand. But we are strategic in our approach to creating balance in its brand portfolio.We seek more meaningful associations that result in long-term relationships.
When it comes to positioning him as a captain, Bardia says, “Sharma has always been a proven leader with his success as a captain and character. Brands look at it that way. We don’t need to position him as a particular type of captain. That said, he has also proven to be a captain of players. He is more than happy to be part of single-player and multi-personality campaigns and featured alongside different personalities.
Bardia also claims that the team isn’t looking to dilute the Hitman brand (as Sharma is affectionately known for his six-hit abilities) by cluttering their roster.
“Sharma has always looked at offerings and brands that solve problems and impact society, so it’s not just about commerce, but about unlocking additional value as a credible voice,” he says. .
Only a handful of cricketers go from icons to demigods and of these only Virat Kohli and MS Dhoni have gone beyond the cricket pitch to create a character that reflects their personality. They are influencers in their own right, not just on social media or as athletes, but in life in general…
