Advertisers queue up for Sehwag

With his stupendous 219-run show catapulting Virender Sehwag to the top of the one-day cricket record books, advertisers have rushed in to sign on the flamboyant batsman with deals worth an estimated Rs 10 crore. The record-breaking innings by 'Nawab of Najafgarh', as Sehwag is commonly known as, has not only made him the top-scorer in a one-day cricket match, it has also enhanced his value in the brand endorsement market, experts said. A number of inquiries have starting flowing in from potential advertisers and the cricketer could sign at least 4-5 endorsement deals. These deals could be collectively worth Rs 10 crore a year, going by an estimated annual fee of Rs 2-2.5 crore charged by Sehwag for every brand endorsement deal. "In the next two months we hope to sign up with atleast 4-5 new brands," sports marketing company PMG Chief Operating Officer Melroy D'Souza told PTI. PMG, promoted by legendary cricketer Sunil Gavaskar, handles Sehwag's brand endorsement deals. "He (Sehwag) has come back with a bang and put all detractors to rest. There were already a few queries coming in for brands, but the interest level has clearly gone up," D'Souza said. 33-year-old Sehwag currently endorses about ten brands, including Adidas, Karbonn Mobiles, Royal Challenge, Hero MotoCorp and Emami's Zandu Balm. According to sources, the cricketer charges between Rs 2 crore to Rs 2.5 crore for one deal per year. Playing against West Indies at Indore on Thursday, Sehwag broke his role model Sachin Tendulkar's record (of 200 runs) to make the highest score in a one-day match. After Sachin, Sehwag has become only the second cricketer in the world to score a double-century in one-day cricket. When asked if Sehwag's fee will jump post his latest record D'Souza said :"All the relationships that he has are for a long term and fee does not change on the basis of one event. However, his performance yesterday will surely re- enforce brands' faith in him." According to Karbonn Mobiles, which signed on Sehwag in 2010, the handset maker's association with the cricketer has greatly benefitted the brand. "The national appeal and affection that Sehwag commands amongst Indian masses has helped Karbonn to effectively utilize the same in its brand communication and thereby greatly increasing its brand recall," Karbonn Mobiles Executive Director Shashin Devsare said.