ast year it was Irfan Pathan who made an eye-catching debut (not only in the eyes of millions of cricket lovers but also those of advertisers and marketers). This year, after his swashbuckling maiden century against arch rival Pakistan, it is Mahendra Singh Dhoni who has emerged as the new blue-eyed kid on the block. Apart from his cricketing skills, his flowing locks have surely become a talking point. And the burly 5'11'' wicket keeper has already been signed up by Kolkata-based sports marketing company Gameplan Sports.

What goes in Dhoni�s favour is that he is only 24 years old and has a long career ahead, a glimpse of which was on display during his innings of 148 in Vishakhapatnam against Pakistan. But does he have it in him to become the next poster boy of Indian cricket? Anirban Das Blah, vice-president, sales and marketing, Globosport (Mahesh Bhupathi�s sport�s management firm), says, "Dhoni has the potential and all the characteristics that would appeal to marketers. He is young, good looking, exciting to watch and speaks well." But first he has to perform at the international stage. Citing examples of Virendra Sehwag, Yuvraj Singh and Irfan Pathan, he says, "All these men are young and exuberant but they have performed at the international level to become poster boys."... more