INDIA'S leading advertisers are set to abandon their cricketers in the wake of their humiliation in Australia, according to the subcontinent's version of John Singleton.
Advertising and marketing guru Suhel Seth says the brand value of India's international cricketers has plummeted this summer, with companies indicating they want to cease contracting top players to endorse products.
India captain M. S. Dhoni and champion batsman Sachin Tendulkar are the biggest beneficiaries of cricket's affiliation with advertisers. Dhoni signed a two-year endorsement contract with a management firm worth $39.7 million in 2010, surpassing the $35.8 million deal over three years that previously made Tendulkar the world's richest cricketer. Cricket reportedly pulled in more than a quarter of India's total advertising revenue of $2.41 billion last year.Read more: Chris Barrett, The Age Images: AP