Here, we look at the brand endorsement deals of Indian cricketer Mahendra Singh Dhoni.
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Also read: Indian male athletes with most brand deals in 2023
In July 2025, MS Dhoni joined Acko, an Indian direct-to-consumer (D2C) insurer, as both an investor and a brand ambassador.
As part of this long-term association, Dhoni has made a strategic investment in the company through his family office, Midas Deals Pvt Ltd, apart from endorsing the brand.
Dettol, a brand of antiseptic products owned by UK-headquartered Reckitt Benckiser Group, revealed Dhoni as its brand ambassador for its bodywash, soap, and handwash ranges in May 2025.
The partnership, launched through a TVC campaign featuring Dhoni, entails him serving as the face of the brand and appearing in its social media and TV marketing campaigns.
The former Team India and Chennai Super Kings skipper was announced as a brand ambassador, mentor, and investor by Indian whey protein brand Explosive Whey in April 2024.
EMotorad, an electric vehicle startup focusing on e-cycles, roped in Dhoni in a multi-faceted role as an investor and brand ambassador in April 2024.
As per the deal, EMotorad uses Dhoni’s image to promote its e-cycles through marketing and advertising campaigns and reach out to wider audiences.
Dhoni was revealed as a brand ambassador of French automobile company Citroën’s Indian division in May 2024.
Citroën India hopes to use Dhoni’s popularity to connect with the Indian audience, with the Indian wicketkeeper-batter starring in advertisement and media campaigns for the company.
FMCG company Mayora India roped in Dhoni as a brand ambassador for its candy brand Kopiko in December 2023, announcing the association via a multi-platform social media campaign.
In November 2023, Dhoni invested in Tagda Raho, a Bengaluru-based fitness startup. The brand aims to combine traditional Indian equipment with modern techniques for its fitness programmes.
In November 2023, Patanjali Foods, an Indian manufacturer of consumer packaged foods, roped in Dhoni as a brand ambassador. Dhoni came on board as the face of the company’s “Mahakosh” and “Sunrich” brands and featured in the marketing content for the same.
In November 2023, Dhoni was announced as a brand ambassador for Maxivision Super Specialty Eye Hospital. As per the deal, he promotes the hospital’s message of “the importance of regular eye check-ups”.
In October 2023, Indian commercial bank State Bank of India (SBI) signed Dhoni is as an official brand ambassador. Dhoni, as per the agreement, headlines several of SBI’s marketing and promotional campaigns.
In October 2023, Dhoni was announced as a brand ambassador for Indian e-commerce brand JioMart. The partnership kicked off with Dhoni headlining JioMart’s festive campaign titled “JioUtsav”.
In September 2023, Dhoni partnered with Singapore-based video game developer and publisher Garena, joining as a brand ambassador for its battle royale game Garena Free Fire. He headlined Free Fire India‘s launch, also featuring in-game as a playable character.
New Delhi-based footwear brand Asian Footwear roped in MS Dhoni as a brand ambassador in July 2023. The partnership sees Dhoni endorse the brand’s products and headlining its marketing and ad campaigns.
In June 2023, Dhoni was announced as a brand ambassador for Swaraj Tractors. The partnership sees Dhoni promote the company’s mechanised agricultural solutions for Indian farmers.
Skipper Limited, a manufacturer of polymer pipes and fittings, launched an ad campaign with new brand ambassadors MS Dhoni and Chris Gayle as the 2023 IPL season kicked off, which was curated in association with Lowe Lintas.
JioCinema, the digital live-streaming broadcaster of the Indian Premier League for its 2023 edition, roped in MS Dhoni as a brand ambassador for the tournament. Following the association, JioCinema kicked off its partnership with a commercial titled “Digital India Ka Digital TATA IPL“.
JioCinema’s IPL 2023 ad campaign also featured Mumbai Indians batter Suryakumar Yadav, Indian cricket legend Sachin Tendulkar, and actors Shweta Tripathi and Abhishek Banerjee.
The social skill gaming platform roped in Dhoni as a brand ambassador in June 2022. As per the deal, the former India and CSK skipper featured in WinZO’s multi-channel and multi-modal marketing and branding campaigns.
Enigmatic links rewards offered by brands, banks, and retailers to the customers’ cards through its identity layer. The firm aims to simplify the loyalty-rewards space by linking the customers’ payment cards to the retailers’ offers with a single sign-on and an automated “reward collection” process.
Rigi, a software-as-a-service (SaaS) platform for content creators, raised INR 100 crore in funding in January 2023. It attracted several angel investors, of which MS Dhoni was one.
Aside from being an investor in the company, Dhoni is also one of its brand ambassadors and thusly features in its promotional content.
Coca-Cola’s packaged drinking water brand Kinley onboarded Dhoni as a brand ambassador in February 2022. Since then, Dhoni has appeared in various marketing campaigns for the brand, having kicked off the association with its “Boond Boond Mein Vishwas” campaign.
As part of the agreement, Dhoni also serves as a brand ambassador for the company, appearing in its marketing and promotional campaigns.
Hyderabad-based tile and stone installation firm MYK Laticrete roped in Dhoni as a brand ambassador in December 2022.
As brand ambassador, Dhoni headlines the firm’s integrated marketing campaigns, promoting its products across the country.
Financial services firm Navi roped in Dhoni as a brand ambassador in November 2022. The very first ad campaign run by Navi featuring Dhoni was aired during India’s semi-final match against England at the 2022 ICC Men’s T20 World Cup on Disney+ Hotstar (now JioHotstar).
Indian wearable and audio brand Fire-Boltt roped in Dhoni as a brand ambassador in November 2022.
As a face of the brand, Dhoni has been a part of various marketing campaigns, having also taken part in a host of advertising and endorsement activities.
With Dhoni on board, Turtlemint hopes to educate the masses about the importance of insurance and turning passive consumers into active ones. Its #ActiveHoJaao campaign from March 2022 was aimed at highlighting the importance of health and why it shouldn’t be neglected.
G Square Housing, one of South India’s largest and most experienced land aggregators and plot promoters, announced MS Dhoni as a brand ambassador in February 2022.
The partnership aligns with the company’s vision of growing pan-India, and the Chennai-based firm hopes to capitalise on Dhoni’s global brand image to grow not only in South India but across the country as well.
Dhoni has been a brand ambassador of ITC’s noodles and pasta brand Sunfeast YiPPee! since 2021. The partnership sees Dhoni star in various ad campaigns, promoting YiPPee! products.
Diagnostics laboratory chain Neuberg Diagnostics roped in Dhoni as a brand ambassador in August 2021.
Dhoni collaborates with Neuberg Diagnostics to promote its wellness campaigns and educate the public about the brand’s healthcare offerings. He promotes the brand not only in India but also in foreign markets, including the UAE, South Africa, and the US.
Bengaluru-based education technology company Unacademy roped in MS Dhoni as a brand ambassador in August 2021 on a two-year deal.
As per the deal, Dhoni featured in several commercials for the company.
Dhoni became HomeLane’s first-ever brand ambassador and the first celebrity to promote a dedicated home interiors company when he announced a three-year strategic collaboration with HomeLane, coming on board as an equity partner and brand ambassador in August 2021.
With Dhoni on board, HomeLane intended to add 25 additional Tier II and Tier III cities to its portfolio over the next two years, with a marketing budget reportedly worth INR 100 crore to support its plans.
Mondelez, an American multinational confectionery, food, beverage, and snacks company, featured MS Dhoni and his daughter Ziva in an advertisement for its Cadbury Oreo biscuits brand in February 2022. Dhoni has since featured in other Oreo ad campaigns as well.
In April 2021, Dhoni became an endorser of artisanal chocolates by 7Ink Brews, of which he is also a shareholder.
The company has since also launched a range of chocolates and beverages under the brand name “Copter7”, which is a nod to Dhoni’s iconic helicopter shot and his favourite jersey number.
In August 2021, ahead of the second-leg of the 2021 IPL season, Kauvery Group of Hospitals, a leading healthcare chain in Tamil Nadu, roped in Dhoni as a brand ambassador.
Speaking about his association with Kauvery Group of Hospitals, Dhoni said, “Kauvery Group of Hospitals has been offering exemplary medical services over 2 decades, with paramount focus on patient care and satisfaction. I am glad to be associated with one of the most trusted and reputed healthcare brands.”
Dhoni collaborated with the Chinese smartphone maker in September 2020. He promoted the #BeTheInfinite campaign. Oppo also released the Oppo Reno 4 Pro Galactic Blue Edition, which was a special-edition Dhoni-themed smartphone with his signature on it.
Coca-Cola launched Powerade, a sports beverage delivering quick hydration targeted at athletes and fitness enthusiasts, in June 2019. Dhoni was roped in as a Powerade brand ambassador ahead of the 2019 ICC Cricket World Cup, of which it was the Official Sports Drink.
Weeks ahead of IPL 2020, Dhoni was roped in as a brand ambassador for PokerStars — an online poker platform — in India. He starred in its “I’m in“ campaign, which celebrated the attitude of PokerStars and its players.
In July 2020, Gurugram-based used car marketplace CARS24 announced a strategic partnership with Dhoni in a move to strengthen its brand value.
As part of the partnership, Dhoni owns equity in CARS24 while also serving as a brand ambassador. His investment, which remains undisclosed, was part of the Series D round of funding.
Indian menswear brand Indian Terrain roped in Dhoni as a brand ambassador in May 2019. Bollywood actors Kunal Kapoor and Randeep Hooda have also been associated with the brand in the past.
Speaking on his association with Indian Terrain, Dhoni said, “I am extremely delighted to be the brand ambassador of Indian Terrain. It is a well-known fact that Madras and its people hold a special place in my life, for the love and acceptance that has been bestowed on me over the years. To associate with a Madras-born brand like Indian Terrain felt natural and appealing.”
Dhoni was named brand ambassador of bus-ticket-booking company redBus in April 2019. In his first redBus ad campaign, Dhoni could be seen portraying the role of a hockey player named Balbir Singh.
In March 2019, dental care brand Colgate released a couple of TVCs featuring Dhoni. One of the adverts also featured his wife, Sakshi. Colgate-Palmolive later rolled out an extension of its “Andar se Strong” campaign.
The official watch supplier to the Italian navy during the World Wars, luxury watch brand Panerai partnered with MS Dhoni in December 2018.
In 2019, the company honoured Dhoni with a two-piece limited-edition capsule dedicated to his indomitable spirit. Maintaining its timeless and signature design, Panerai unveiled the “Luminor GMT” and “Luminor Chrono Flyback” editions — both stemming from his passion for high-performance watches.
LivFast, a part of conglomerate business line SAR Group and one of the leading power specialists in India with a widespread portfolio of power backup solutions, roped in Dhoni in 2018 as a brand ambassador.
To further its message and product line to end consumers, LivFast came up with a marketing campaign called “Faster hai to hai“, which comprised three narratives to illustrate its product’s strengths and unique selling points.
Pune-based decorative paint maker Indigo Paints brought in Dhoni as a brand ambassador in 2018. Dhoni featured in all marketing and promoting campaigns for the company, which proposed that it would spend close to INR 240 crore on advertising over a three-year period.
Domain registrar and web hosting company GoDaddy launched an ad campaign with Dhoni in December 2018.
GoDaddy launched an integrated marketing campaign aimed at encouraging small local businesses in the country to create an online presence for their business. In these TVCs, Dhoni, as the “Bijness Bhai”, could be seen encouraging small local businesses to “make in India and sell in full India” by building a website with GoDaddy’s online tools and solutions.
In November 2018, online matrimony service provider Bharat Matrimony appointed Dhoni as a brand ambassador.
Commenting on Dhoni’s onboarding, the chief executive officer of Bharat Matrimony, Murugavel Janakiraman, said, “We are proud to be associated with Dhoni. Also, we feel good because Dhoni is an inspiration to millions of youth as he has achieved a lot for the country through his leadership qualities.”
In September 2018, Dhoni became a Mastercard brand ambassador for India. With an initiative titled “Team Cashless India”, Mastercard sought to bring consumers and merchants to the forefront of the digital payments dialogue. The initiative was in line with the company’s endeavour to create an ecosystem that encouraged people to use digital payments for their day-to-day purchases.
Sumadhura Group, one of South India’s top realtors, roped in MS Dhoni in August 2018 as a brand ambassador. It launched an ad campaign titled #HomesYouDontWantToLeave, which featured Dhoni.
In 2018, Mars International India Pvt Ltd, the local arm of American chocolate giant Mars Inc, announced the signing of Dhoni as a brand ambassador for Snickers.
True to Snickers’ tagline, “You are not you when you’re hungry” (“hunger ache achho ko badal deta hai“), Dhoni could be seen in Snickers ad campaigns sporting a medieval war suit and asking his fellow cricketers to take a pledge to beat the opposition. Despite one of the players arguing that it was a “friendly match”, Dhoni would cry for revenge, the moral of this hilarious commercial being: “when hungry, even Captain Cool loses his cool”.
CKA Birla Group Orient roped in MS Dhoni in 2006 as a brand ambassador on a multi-year deal. On the company’s proposed advertising campaign featuring Dhoni, a company official said at the time, “We have signed up Dhoni for a period of two years and the advertising budget for the first phase is INR 6 crore.”
In January 2019, Dhoni was seen in Orient Electric’s Aeroslim fan ad. The TVC shows Dhoni controlling the Aeroslim fan through Orient Smart mobile app followed by the key message: “Aeroslim – worth turning the world upside down”.
Online pharmacy Netmeds announced in May 2018 that it had appointed Dhoni as a brand ambassador. Speaking on the association, Dhoni said, “I really believe in Netmeds and what they are doing. Making important medicine more available and affordable is a great thing for the country, and Netmeds is one of the mainstays in this space.”
In 2018, Dhoni became a brand ambassador for SoundLogic, an audio products brand.
In 2018, Dhoni signed a reported INR 15-crore, three-year endorsement deal with cybersecurity company WardWiz.
At the time, Abhijeet Khoj, CEO of WardWiz, said that Dhoni was the ideal person to endorse the brand as he had the same “missionary zeal”.
2018 saw India’s World Cup-winning captains share the stage for the first time in an ad commercial, as Dhoni and Kapil Dev starred in an ad for Kolkata-based steel manufacturer SRMB Steel.
Dhoni signed for Indian tech company Lava as a brand ambassador in 2016. He became the face of Lava’s multi-channel marketing campaign as well as brand engagement activities, as the company aimed for strengthening its brand locally.
In 2012, Dhoni launched a chain of gyms by the name of SportsFit World. He is both a leader and an ambassador for the brand.
In one of the first-of-its-kind ventures for any sportsperson in the country, Dhoni started SportsFit World Pvt Ltd with an aim to open around 200 gyms across the country over the next five years.
Seven is also a Dhoni-owned brand. It was launched in February 2016 and deals in casual and sportswear clothing. Spread across various fitness categories such as running, training, and lifestyle sport, its collection encompasses footwear, apparel, and accessories for both men and women.
In 2017, incense stick brand Zed Black roped in Dhoni as a national brand ambassador. Reports at the time suggested that MDPH (Mysore Deep Perfumery House) was targeting to grab a major share in the INR 6,000-crore incense stick market and believed the two-time World Cup-winning captain would be the perfect fit to promote its products.
Dhoni was roped in as a brand ambassador for Gulf Oil India in September 2011. A Hinduja Group-owned company that manufactures lubricants, Gulf Oil was already linked with MS Dhoni after becoming the official partner of the Chennai Super Kings.
Indian fantasy sports platform Dream11 launched multiple ads with MS Dhoni ahead of IPL 2018.
Speaking about his association with Dream11, Dhoni said at the time, “I am delighted to associate with Dream11 – because it gives millions of sports fans an opportunity to be the decision maker, create their own team and experience the game first-hand. The Dream11 platform perfectly defines the importance of choosing the right players and building a team as per the playing conditions.”
In February 2012, Reebok India launched a campaign titled #This1isForMe with MS Dhoni, through which the cricketer asked people to exercise for one hour every day. Dhoni was also part of other Reebok campaigns, working on projects like the Reebok ZigZag.
In 2016, Dhoni was made a brand ambassador and featured in an Exide Life Insurance campaign titled “Lamba saath, bharose ki baat“.
“This is my first endorsement deal in the insurance category. Long term relationships build trust and I have always planned for the long term in all aspects of my life. Exide Life Insurance is a brand that resonates well with me and I look forward to working with them very closely,” said Dhoni.
In 2005, Dhoni was roped in by PepsiCo to endorse its brands Pepsi and Lay’s. In this decade-long association with PepsiCo, “Oh Yes Abhi” and “Change The Game” have been among some of the biggest campaigns featuring Dhoni.
After 11 years with the company, PepsiCo roped in Virat Kohli as its new face in 2016. Since October 2023, Dhoni has again been featured in Lay’s ad campaigns.
Dhoni did multiple TVCs for Boost, HUL’s health food drink brand, in 2017.
Dhoni was roped in as a brand ambassador for his home state of Jharkhand in 2016. The JCSA stadium in Ranchi also has the Dhoni Pavilion named after the former Indian cricket captain. However, the veteran cricketer refused to inaugurate the pavilion back in 2017, stating: “Dada apne hi ghar me kya inaugurate karna…”.
In July 2025, Dhoni was announced as the Official Brand Ambassador of Jharkhand Tourism, following an announcement by the state government. The deal entails the Ranchi-hailing cricketer promoting the adventure, cultural, and sports tourism aspects of Jharkhand. Dhoni has reportedly taken up the role for a period of four years without remuneration.
In 2013, Dhoni signed a bat deal with Amity University. According to the contract, Dhoni used the Amity logo on the lower half of his bat.
However, this deal wasn’t done in isolation. In fact, the then Indian captain had signed two bat sponsorship deals simultaneously: one with Amity University and the other one with Spartan Sports.
Spartan Sports is an Australian manufacturer of sports equipment. Similar to Amity, Dhoni’s Spartan Sports deal required him to put the brand’s logo on his bat.
In 2009, now-defunct Indian mobile operator Aircel had Dhoni as its brand ambassador and ran several TVCs featuring him. Dhoni was a long-term face of Aircel, owing to the fact that Aircel also served as the principal shirt sponsor of the Chennai Super Kings in the early years of the Indian Premier League.
In 2005, Dhoni was roped in as a brand ambassador by TVS. He especially endorsed the Star City motorcycles manufactured by TVS in those days.
In recent years, Dhoni has been actively promoting various TVS brands, either as an individual or on behalf of the CSK, who also have a partnership agreement in place with the company. Most recently, he has been seen promoting TVS’ Eurogrip range of tyres.
In 2006, Dhoni was roped in as a brand ambassador for Videocon in a deal reportedly worth INR 40 lakh. He was cast alongside Bollywood actor Shah Rukh Khan.
Talking about the deal, Venugopal Dhoot, Chairman, Videocon Group, said at the time, “Dhoni represents the new face of India. He is young, confident and an emerging star in the international arena, which is very similar to Videocon’s emergence as the first Indian multinational in the category of consumer electronics and home appliances.”
Back in 2006, Dhoni was not only the new darling of the cricketing fraternity but several companies too. Being the No. 1-ranked batter in the ICC ODI Rankings at the time, Dhoni had the world at his feet, and watchmaker Sonata did not wait long to associate itself with Indian cricket’s hottest personality at the time.
During the early 2010s, Dhoni appeared in various TVCs for Cello, a stationery brand. However, just a couple of years into the association, Cello became one of several brands to end their partnership with MS Dhoni in 2012. Some brands could no longer afford the star Indian wicketkeeper-batter, while for others, he had grown even bigger than the brands themselves. As a result, companies like Dainik Bhaskar and Cello had to pull out.
In 2006, Siyaram’s ventured into the men’s garments segment, offering everything from office wear to Sunday casuals. The company roped in the then youth icon and rising star of Indian cricket, MS Dhoni, as its brand ambassador. This campaign was part of the company’s INR 160-crore expansion project.
Dhoni did not directly advertise India Cements, although he was appointed Vice President of The India Cements Ltd in 2013, which created quite the kerfuffle in the Indian cricket landscape.
The role offered Dhoni a basic pay of INR 43,000 per month, while he also took home a fixed dearness allowance of INR 21,970 per month, a special pay of INR 20,000 on a monthly basis, and a further special allowance of INR 60,000 per month, among other incentives.
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