Show me the money: the inside story of brands and cricket stars

While the army insignia on Mahendra Singh Dhoni’s gloves attracted much attention during the initial stages of the ongoing World Cup, not many would have spotted the logo on his shoes.

The logo is that of Seven, an Indian fitness and active lifestyle brand launched in 2016 by Dhoni in collaboration with Rhiti Sports Management, the firm that represents him. But Dhoni is not the only cricketer floating his brand.

Read the full story here on Mint Lounge.

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About Jaideep Vaidya

I am a freelance journalist based in Mumbai, India. I focus on the business of sport. I have written for publications such as Forbes India, Mint Lounge,, Quartz, Firstpost, Bleacher Report and The Guardian. I have eight years of experience in sports writing, reporting, sub-editing, social media management, news curation and production (print and online). You can get in touch with me at