We normally sign on cricketers for a fixed sum of money. So if there is a dip in the popularity of one person, then there is always another one. Most companies find it better to recruit cricketers in the early stage of their careers as brand ambassadors because usually that is the time they are in good form. As for their performances affecting sponsors' fortunes, I guess everyone has to take this gamble. One thing that can really have a bad impact on the company is if the model in our advertisement is publicly disgraced.
Sports always signify positive energy.
There is no indicator or index for measuring the 'returns' on 'investments' on sportspersons. No, says Britannia's Ganguly. But they do face pressure from other sides. Ganguly claims the era of investment in sports is just beginning. The Rediff Archives 'Marketers like what consumers like.