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SBD Global/June 18, 2013/Marketing and Sponsorship

Indian Cricketer Shikhar Dhawan A Brand In The Making As Corporations Show Interest

India's newest batting sensation Shikhar Dhawan's brand value "is on the upswing as some of the major corporate houses are showing a lot of interest in the 27-year-old opener after his on-field exploits," according to the PTI. For the company that manages him, Dhawan is certainly a "brand in the making." Cornerstone Sports CEO Bunty Sajdeh said, "Since he is at a nascent stage in his international career, I would call him a brand-in-making at this juncture. But certainly, he has a huge potential as far as his commercial viability is concerned." He added, "We are in talks with some of the leading business houses. I can tell you that at least 3-4 Corporate Houses have shown keen interest in roping in Shikhar. At this point of time, we are not looking at multiple brand associations for him. For us, it's important that we get quality over quantity for Shikhar" (PTI, 6/17).
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