Modern day cricketers are all rounders in a way, skilled at playing multiple roles as they jump across different formats of the game. Also, as top stars are contemporary royalty, national icons, 24-karat celebrities, it is no surprise their field of play extends beyond cricket and their services are utilised in diverse areas.
Cricketers are routinely sucked into activities away from the game, mostly in the commercial ecosystem that surrounds professional sport. Cricketers, like successful film stars, have enormous commercial appeal; Sachin and Dhoni are in demand for endorsing products, selling soap and scooters, mobiles and motorcars, colas and cars.
In corporate India, it is standard practise to use cricket celebrities as brand ambassadors and to offer them handsome amounts to push products and promote the company. This alliance, top star getting top money in a pure commercial arrangement, is normal. It happens all time.