MS Dhoni: The enduring icon who outshines Bollywood’s biggest stars

Dubai: MS Dhoni’s name alone is enough to fill stadiums, break TV viewership records, and sell products across India. Five years after retiring from international cricket, the former India captain remains one of the most marketable athletes in the world — outshining even Bollywood’s biggest stars. At 42, he still commands roaring crowds in the IPL, and his face is everywhere, from TV ads to billboards. The numbers don’t lie — Dhoni endorsed 52 brands in 2024, proving that his influence is as strong as ever.

Unlike most athletes whose marketability fades after retirement, Dhoni’s appeal has only grown. Fans still flock to stadiums just to catch a glimpse of their beloved “Thala” (leader), and brands continue to bank on his immense popularity. Whether it’s his unshakeable composure, sharp cricketing mind, or larger-than-life presence, Dhoni remains a phenomenon — both on and off the field.

The love and admiration for Dhoni extend beyond cricket, making him one of India’s most sought-after celebrities. In 2024, he endorsed 52 brands on television — an impressive feat considering he played his last international match for India five years ago. This remarkable influence highlights his continued dominance in the advertising world.

Dhoni’s immense star power has made him the face of the 2025 ICC Champions Trophy promotion, with the tournament set to take place in Dubai and Pakistan from February 19 to March 9.

In the video, Dhoni talks about the immense pressure and how tough it will be to remain cool while watching Champions Trophy as a fan, unlike when he was team’s captain. To cope with the rising tension, Dhoni is seen using the DRS (Dhoni Refrigeration System) to keep himself cool for the showpiece.

Cricket and Bollywood remain two of India’s biggest cultural forces, and their influence is evident in the latest Celebrity Endorsement Report 2024 by AdEx India, a division of TAM Media Research. The report highlights Dhoni’s undiminished appeal in the endorsement space.

Dhoni, one of the wealthiest athletes globally, has surpassed Bollywood legend Amitabh Bachchan, who endorsed 51 brands in 2024. Meanwhile, Akshay Kumar led television advertising in terms of ad volume share, with Shah Rukh Khan following as the second most-visible celebrity.

“Overall, in 2024, volumes of celebrity-endorsed commercials saw a 3% growth compared to 2023, highlighting the sustained influence of star power in advertising,” the AdEx India report noted. “However, celebrity-endorsed ads declined by 8% in 2023 and 6% in 2024 compared to 2022. The IPL season significantly boosted advertising activity, making April—June 2024 the peak period for daily ad volumes (measured in hours).”

Cricket, one of the world’s most popular sports, continues to generate substantial revenue through high-profile tournaments. The IPL, in particular, has been a game-changer — not just for discovering cricketing talent, but also for driving advertising revenue. The league’s massive following ensures that brands eagerly align themselves with top players.

With IPL Season 18 set to begin on March 21, 2025, Dhoni and Virat Kohli — two of cricket’s wealthiest players alongside Sachin Tendulkar — are poised to further expand their endorsement portfolios, reaffirming their commercial dominance.