WHEN INDIAN PACER Mohammed Shami sent seven Kiwis back to the pavilion on November 15 giving away a meagre 57 runs, he also sent his brand endorsement fee shooting through the roof. His fees, according to industry sources, has doubled from â¹40-50 lakh per deal to between â¹1 crore and â¹1.25 crore per deal after his swashbuckling performance in World Cup 2023. Among those looking to sign him on are a mobile accessories brand, a beverage brand and a sports/casual wear brand.
Likewise, for every new deal, KL Rahul and Jasprit Bumrah will take home â¹1.5-2 crore, up from less than â¹1 crore per deal prior to the WC.
According to a report by GroupM's ESP, the value of all sports endorsement deals reached â¹749 crore in 2022, with cricketers accounting for about 85% of the total at â¹640 crore. Those who performed exceptionally well this World Cup-Shami, Rahul and Bumrah saw the biggest jump in their endorsement fees, around 30-50%.
In the World Cup 2023, Shami had picked 23 wickets in six matches, including three five-wicket hauls. He also became the fastest bowler to take 50 World Cup wickets.
Experts say it is unwise to see players'endorsement fee from the lens of their performance in one tournament or even a season. Consistency over a period is the name of the game.
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