MS Dhoni moves to trademark 'Captain Cool'
The application, submitted via the Trade Marks Registry portal, reflects Dhoni’s intent to officially claim ownership of the title coined by fans and the cricketing fraternity
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Published: Jun 30, 2025 2:50 PM | 2 min read
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Mahendra Singh Dhoni has taken a significant step in strengthening his brand off the field by filing for the trademark of “Captain Cool”, a nickname that has long been associated with his composed leadership style.
The application, submitted online on June 5 via the Trade Marks Registry portal, reflects Dhoni’s intent to officially claim ownership of the title that fans and the cricketing fraternity have used for years to define him.
Over the years, 'Captain Cool' has come to represent more than just a nickname. It encapsulates Dhoni’s calm under pressure, from guiding India to the inaugural T20 World Cup win in 2007 to lifting the ODI World Cup in 2011 and the Champions Trophy in 2013. The move to trademark it signals a strategic brand play, likely aimed at leveraging the moniker across categories such as apparel, digital content, and merchandise.
Such moves are common among global icons. While Michael Jordan capitalised on the “Jumpman” logo and Cristiano Ronaldo turned “CR7” into a business empire, Indian celebrities too have followed suit, Salman Khan with “Being Human” and Sourav Ganguly with “Dada”.
Dhoni continues to be a formidable commercial force even post-retirement. With a brand valuation pegged at Rs 799 crore in 2024 and over 35 major endorsements under his belt, this latest move is a clear sign that he’s playing the long game, coolly, of course.
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