first_imgSteve WaughWith five months to go for the World Cup, many foreign cricketers are hoping to leap over the home market barrier and cash in on the cricket craze in India.An early player in this is Australian Test captain Steve Waugh who has signed a deal with MRF. His bat,Steve WaughWith five months to go for the World Cup, many foreign cricketers are hoping to leap over the home market barrier and cash in on the cricket craze in India.An early player in this is Australian Test captain Steve Waugh who has signed a deal with MRF. His bat carries its sticker. Foreign players usually feature in ads when they are playing in India but in Waugh’s case his popularity is seen as more widespread and deep-rooted.Says Jeet Banerjee, CEO of Gameplan, a Kolkata-based sports marketing company: “More and more international cricketers are coming to India for advertising.”Waugh’s compatriot Brett Lee is negotiating for an endorsement of Kingfisher through his manager Sporting Frontiers while Sri Lanka’s Muthiah Muralitharan came for a scouting mission-cum-coaching clinic earlier in the year.Australian Shane Warne has also indicated keenness. A foreign star, no matter what his cricketing ability, comes cheap-usually a quarter of a frontline Indian name.The ratio of match fees to endorsements is 90:10 overseas and closer to 40:60 in India. Outside of India, Australia is the biggest cricket market with its highest earner being vice-captain Adam Gilchrist.His endorsements include fork-lift trucks and air conditioners earning him $1.1 million (Rs 5.3 crore) a year. England’s top- earner is skipper Nasser Hussain whose annual earnings are $750,000 (Rs3.63crore).last_img

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