New Delhi: With his brand equity at the peak after leading India to World Cup victory, Mahendra Singh Dhoni is stepping up to a new level in the endorsement market, where instead of signing plain deals for a certain fee he will look at revenue sharing or be a partner in the brands he promotes.
Dhoni, who has been named as more influential than US President Barack Obama by the Time magazine, is likely to execute the new concept in two deals that he is expected to sign in the next one month.
"Brand Dhoni has reached a new high altogether after the World Cup. Now we do not intend to sign regular endorsement deals with companies (for him). Its time now to explore larger agreements, which will include partnership with brands and a bigger stake," Rhiti Sports Management Promoter Arun Pandey said.