Brand associations must go beyond ad shoots: Sourav Ganguly

With IPL 2026 kicking off on Saturday, former India captain Sourav Ganguly urged young cricketers to rethink how they approach brand partnerships, stressing that endorsements should extend far beyond one-off advertising appearances. 

Speaking to e4m, Ganguly underlined that long-term credibility in the endorsement ecosystem builds on conduct and consistency, not just visibility.

“The way to stand out in front of a brand is how you conduct yourself,” said the man who faced the first IPL ball, adding that once an athlete’s name is attached to a business or personal brand, every action contributes to that association. For emerging players navigating the growing commercial side of the sport, the advice signals a shift from transactional endorsements to deeper, value-driven partnerships.

The advice comes at a time when the celebrity endorsement landscape itself is undergoing change. According to TAM AdEx data from early 2026, celebrity-led television advertising volumes declined by 12–22% over 2025 and early 2026. Celebrities still accounted for 27–29% of total TV ad volumes, with film stars dominating the space at 73–74%, followed by sports personalities at around 20%.

Despite the dip, top-tier names such as Shah Rukh Khan, and MS Dhoni who leads with over 43 brand associations, continue to command significant advertiser interest, particularly in high-impact categories like personal care and food and beverages.

Ganguly himself ranked among the top 10 celebrities by ad volume, though his brand count saw a drop from 32 in 2024 to 22 in 2025. 

Ganguly also threw his weight behind promising young names like Vaibhav Suryavanshi and Abhishek Sharma, reflecting a broader industry trend where established icons are increasingly shaping the narrative around upcoming talent. Beyond performance on the field, senior players are now playing the role of cultural curators, spotlighting the next generation in both sporting and commercial ecosystems.

In September 2025, the 53-yr-old cricketer expanded his footprint beyond cricket by launching his premium ethnic wear label, Souragya, in partnership with Myntra. Rooted in Bengali heritage, the brand debuted ahead of the Durga Puja season, blending traditional crafts such as Kantha embroidery and Jamdani weaves with contemporary silhouettes.

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Drawing a distinction between sport and entrepreneurship, Ganguly noted that while both involve risk, the nature of that risk differs significantly. Cricket, he said, is performance-driven and immediate, while building a brand demands long-term vision and resilience.

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Over the years, Ganguly has built a diverse endorsement portfolio spanning finance, FMCG, real estate, and consumer goods. His recent appearances include a nostalgic Google campaign, “Gangoogly,” created by Bare Bones Collective, along with ongoing associations with brands such as Bandhan Bank, Kinley, Dream Set Go, Mankind Pharma, Casa Grand, DTDC, and Dabur.

From iconic early 2000s campaigns like Pepsi’s “Toss Ka Boss” to newer-age digital and financial collaborations, Ganguly’s journey mirrors the evolution of India’s endorsement economy itself.