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Brand Team India on sticky wicket for now MUMBAI: Just a few months back he was being touted as the one with the Midas touch, but things have changed dramatically for Indian skipper M S Dhoni and his World Cup-winning side after the Test series debacle in England. The brand value of the team and that of some players may take a big knock if Dhonis men continue with their downward slide in form. This could have a long-term impact on the brand perception of the team, said experts. Cricketers like Yuvraj Singh and Suresh Raina saw their endorsement price soar after the euphoric World Cup win in April this year. There needs to be a complete change in the processes as far as managing the game goes. We are relying on the top guys who will retire soon. There needs to be a re-haul in the system. Brands are already looking at other options away from cricket, said Indranil Blah, vice-president, Kwan Entertainment, a sports & celebrity management firm. The four-match Test series will be followed by a five-match one-day series, which many think will hold the key to the teams overall perception. The euphoria will return if the team wins the one-day series. So its too early to write off the team, said Jeet Banerjee of Gameplan, a sports management agency. Kapils Devils had suffered a thrashing at the hands of the West Indies just after lifting the 1983 World Cup. Clive Lloyds side had dominated the newly crowned world champions in a home series soon after suffering a shock defeat in the finals of the Prudential Cup. Back |
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