'Captain Cool' to soon become a trademark as MS Dhoni applies for ownership rights

When we talk about captaincy in international cricket, MS Dhoni's name is right up there with the best in business. His ability to hold his composure under high-pressure moments is what defined his legacy as captain, also earning him the hugely popular nickname 'Captain Cool'. That nickname, coined by pundits and fans worldwide, could soon be a trademark term as Dhoni has filed an application for ownership of this term through his management firm Rithi Sports Management Pvt. Ltd. The application has been filed under the category of 'goods and services', thereby implying a possible extensive dive into sports training and logistics surrounding it.

 

The 43-year-old has submitted an official application through the Trademarks Registry portal to officially claim ownership of this title in what could be interpreted as a strategic brand promotion move by the former Indian captain. The application was submitted on June 5. Such developments are common with influential celebrities who prefer to have a tag associated to their brand. Cristiano Ronaldo (CR7) and Usain Bolt (Lightning Bolt pose) and Michael Jordan (Air Jordan) are three of the most popular examples of highly successful athletes elevating their brand value through similar moves.

 

Athletes are known to adapt such branding strategies to ensure that their commercial viability remains intact even after retirement. Dhoni exited international cricket in August 2020 but continues to be a part of the IPL through the Chennai Super Kings franchise. While there are yearly rumors of the veteran's impending retirement from professional cricket, Dhoni has recently confirmed on multiple occasions that he hasn't made a concrete decision on this matter.

 

Among Dhoni's leadership highlights include World Cup titles in the ODI and T20I formats apart from two Test maces as well. In the Indian Premier League, Dhoni ended his captaincy stint as the joint most successful captain with five trophies, level with Rohit Sharma. In June 2025, the ICC inducted Dhoni and six other major cricketers into their Hall of Fame list for making a lasting contribution to the sport.

 

If the application gains approval, the term 'Captain Cool' could gain unprecedented potential as a marketable tool for Dhoni who continues to be a force to reckon with in the world of endorsements. His consistent net worth is indicative of the wicket-keeper batter's economic pull, despite his limited game time on the cricket field these days.

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