With Virat Kohli stepping down as T20I captain, look at what happened to the Dhoni brand without a captain

The Board of Control for Cricket in India (BCCI) on Thursday announced that Virat Kohli has decided to step down as T20I captain after the ICC Men’s T20 World Cup, 2021.
“Kohli will continue to be available for the selection of T20 formats after the upcoming ICC event in 2021, hosted by the BCCI in the UAE and Oman,” the BCCI said in a statement.

In a statement, Kohli said, “I have been fortunate not only to represent India but also to lead the Indian Cricket Team to the best of my ability. Thanks to everyone who supported me on my journey as captain of the Indian Cricket team. Understanding the workload is very important and if you look at my biggest load of 8-9 years ago playing all 3 formats and photographing every 5-6 years ago, I feel I need to give myself space to be fully prepared to lead the Indian Team to the Test and ODI Cricket. “

Kohli’s decision comes as a surprise to MS Dhoni’s unexpected move when he stepped down as captain of the 2017 India cricket ODI and T20I.

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Product brand specialists back then considered the impact on his product value. At the time Dhoni was allowing 15 genres including Freent Fans, Sony, Big Bazaar, TVS Motors and Videocon, among others.
Experts had revealed at the time that some brands had begun to end their association with Doni seeing the end of his career especially after his announcement to retire from Test Games in 2014.

Dhoni’s major product agreement was not lost until Pepsi terminated their 11-year relationship with Dhoni in 2016. Other brands that had just met the cricketer included Cello, Aircel, Titan, GE Money, Amarpali, Big Bazaar, Dabur Honey and Boost.

According to Forbes’ Fab 40’s 2016 annual list, Dhoni’s product value fell from USD 21 million in 2015 to USD 11 million in 2016. The cricket rate had dropped from five to ten that year.
Currently, the product value of MS Dhoni stands at USD 36.3 million, according to a Duff & Phelps 2020 report.

Doni’s rate dropped from nine in 2019 to 11 last year.

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But when it comes to cricket celebrities, after Kohli is Dhoni who follows in line with top celebrities in terms of product value.

Like Dhoni is whether Virat Kohli will see the impact on his product value in time will only tell us the time.

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