Indian cricket captain Mahendra Singh Dhoni has surpassed the records set by the batting maestro Sachin Tendulkar not obviously in cricket but in the endorsement business and brand ambassadorship.

 

He signed a whopping Rs 200 Cr. endorsement contract with Rhiti Sports Management and Mindscapes, the famous talent management company. The contract will be in force for two years.

 

Rhiti Sports Management and Mindscapes will now manage Dhoni’s long list of endorsements and brand associations, corporate profile, patents and digital rights, images, visibility on social networking sites and merchandise through a joint venture.

 

Tendulkar's three-year deal with sports management firm Iconix, signed in 2006, was worth Rs 180 Cr.(Submitted on 13-07-2010)