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NEW DELHI/MUMBAI: Arun Pandey, Vinod Naidu and Shabnam Singh are among the most sought-after people after India won the Cricket World Cup a fortnight ago. These are less-known people who handle the business interests of some big celebrity cricketers most companies want to associate with. “Arun Pandey is like the producer and director of the Dhoni show,” says Shiv Priya, executive director of real estate firm Amrapali Group, which Dhoni has been endorsing for the past two years.

Vinod Naidu: General Manager, World Sport Group

Handles: SACHIN TENDULKAR

Association: 13 years Terms of the deal: Not available

Brands Sachin Endorses: 14

Audemars Piguet, MRF, Canon, Jaypee Group, Boost, Sunfeast, Reynolds, Adidas, Aviva, Samira Habitats, RBS, Future Group, Luminous, ..

If Dhoni is dependent on Pandey for his media and business relations, so is Sachin Tendulkar on Vinod Naidu, who has been managing the master batsman’s brand for 13 years now. Now, the managers of India’s superstar cricketers rule the celebrity endorsement world as tens of marketers , big and small, are rushing to rope in India’s world champion cricketers to endorse their products. Not a single endorsement deal, business proposal, or even media interactions, are taken forward without the manager ..

Arun Pandey: Founder, Promoter and President, Rhiti Sports Management

Handles: MS DHONI, SURESH RAINA

Association: 13 years (with Dhoni) Terms of the deal: Not revealed

Brands Dhoni Endorses: MS Dhoni 22

Aircel, Bharat Petroleum Corporation, Cello, Dabur, DB Corp, Glaxo Smithkline Consumer Healthcare, Maxx Mobilink, PepsiCo, Frito-Lay , Videocon, Titan, Amrapali group, Big Bazaar, TVS Motor, McDowell’s Platinum soda, Orient, Reebok, Siyaram’s , Exide Industries, Godrej Hershey’s , Lafarge India, Parle Products, Sara Lee Household & Body Care, Sujata Biotech

Brands Raina Endorses: Suresh Raina 05

Aroma Mobile, Hero Honda, Adidas, Birla Sun Life, Pepsi

Profile: Arun Pandey, a national-level cricketer once, has been a friend of Indian captain M S Dhoni from his early playing days. They first got to know each other 13 years ago when Pandey was bowling to Dhoni at the nets. As Dhoni moved up as a cricketer and became a key player for India, he encou ..

Melroy D’souza: COO, Professional Management Group

Handles: VIRENDER SEHWAG

Association: One year Terms of the deal: A multi-crore minimum guarantee amount deal for a period of 5 years

Brands Sehwag Endorses: 10

Hero Honda, Adidas, Royal Challenge, Pepsi, Colgate Max Fresh, Karbonn Mobile, Zandu Balm, Boost, Birla Sun Life and Nirala Developers

Companies have to convince them first and discuss in detail the terms and conditions of any deal or business before the cricketers sign on the dotted lines. The relationship between the cricketers and their managers is so close-knit that calls are exchanged even in the middle of the night if necessary, says Sajid Shamim, Executive Director, Sales and Marketing, at Reebok India, which has had long-term associations with cricketers like Dhoni and Yuvraj. It’s not an easy job though. A manager is r ..

Shabnam Singh

Handles: YUVRAJ SINGH

Association: 11 years as manager, 29 years as mother Terms of the deal: 100% commitment

Brands Yuvraj Endorses: 06

Reebok, Birla Sun Life, ITC, Oakley, Seagram, Revital

“A good celebrity manager is passionate about the brand he’s involved with,” says PepsiCo executive vice-president (Colas) Sandeep Singh Arora. The beverages and snacks firm has, over the years, established a ‘very strong relationship’ with celebrity managers, having worked with a string of celebrities, including Dhoni and Harbhajan. When beverage maker Coca-Cola approached Sachin Tendulkar for an association, his managers at World Sport Group, Vinod Naidu and Harish Krishnamachar, were clear th ..

Bunty Sajdeh: CEO, Cornerstone Sport & Entertainment

Handles: VIRAT KOHLI, ROHIT SHARMA, DINESH KARTHIK, SHIKAR DHAWAN

Association: 3–5 years Terms of the deal: Not available

Brands cricketers Endorse: Virat Kohli 10

Herbalife, USL, Pepsi, TVS, Flying Machine, Sangam Suitings, Fast ..

Sajdeh also turned down an offer for Kohli from a leading two-wheeler company because it already had multiple celebrities endosing the brand. “We didn't want Virat to be one among many. Hence, we signed another two-wheeler company TVS where he will be the face of the brand,” says Sajdeh. Another part of the manager’s job is to teach the cricketers about the nuances of being a public figure.

Rohit Sharma

03: MRF, Nike, Birla Sun Life

Dinesh Karthik

02: Zandu Balm, Reebok

Professional Management Group COO Melroy D'souza, who manages attacking opening batsman Virender Sehwag, says, “We are here not to advice Sehwag on cricket but to advice him on brands that he could endorse.” He says that PMG is going about its business with utmost care although it has been inundated by brands after the World Cup. “We need the brands more than they need us in the long term,” says D’souza . “We are very clear, for example, that we won't accept a gutkha or an undergarment brand for ..

Shikar Dhawan

01:Slazenger

Read more at: Profile: "We are not here as a Yes Man or to massage egos of our talents. We are here to make them realise that they should never let success change them as persons," says Bunty Sajdeh, who manages a number of young cricket stars of the country, including Virat Kohli. The 34-year-old head of Cornerstone Sport & Entertainment believes his three-year-old sports marketing firm's USP is its honesty, or the abili ..

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