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SBD Global/March 22, 2013/Marketing and Sponsorship

Sports Manufacturers Nike, Reebok, Puma Look To Sign Deal With Cricketer Dhawan

Sports apparel manufacturers such as Nike, Reebok and Puma have "begun preliminary talks to rope in 27-year-old cricketing sensation Shikhar Dhawan as brand endorser," according to Pinto & Laghate of the Indian BUSINESS STANDARD. Dhawan is represented by Cornerstone Sports & Entertainment. Cornerstone’s CEO Bunty Sajdeh "declined to comment" on the deals the company planned to sign for Dhawan. Earlier, Nike "had roped in Virat Kohli as brand ambassador, while Reebok brought Mahendra Singh Dhoni into its fold." Puma had signed Yuvraj Singh and Manoj Tiwary. Experts say these companies are "always on the lookout for fresh cricketing talent." Percept Talent Senior VP Hitesh Gossain said, “Typically, sports apparel manufacturers are the first ones to try and lock budding talent, especially in batting." Source believe that Dhawan’s asking price is about Rs 1 crore ($183,000) (BUSINESS STANDARD, 3/21).
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