Mahendra Singh Dhoni, the former captain of the Indian cricket team, has filed a trademark application for his widely recognized nickname, "Captain Cool". This move aims to secure exclusive rights to the moniker for use in connection with sports training, coaching services, and training centers. The application has been accepted and advertised, with its publication in the official trademark journal occurring on June 16, 2025.
Dhoni's decision to trademark "Captain Cool" is viewed as a strategic step to strengthen his brand presence off the field. The nickname has become synonymous with Dhoni's calm and composed leadership style, particularly his ability to remain level-headed under pressure. This quality was evident throughout his career, from leading India to victory in the 2007 ICC T20 World Cup, the 2011 ICC ODI World Cup, and the 2013 ICC Champions Trophy. Furthermore, under his captaincy, the Chennai Super Kings (CSK) have won the Indian Premier League (IPL) five times.
According to Mansi Aggarwal, Dhoni's lawyer, the trademark application initially faced an objection under Section 11(1) of the Trade Marks Act. The Trade Marks Registry was concerned that the phrase might create confusion due to the existence of a similar mark already on record. However, Dhoni's legal team successfully argued that "Captain Cool" has a unique and established association with him. They emphasized the nickname's widespread use by fans and the media over the years, which has made it an integral part of Dhoni's public image. The legal team asserted that the phrase has acquired a distinct secondary meaning through its long-standing association with Dhoni. The Registry agreed that the nickname is more than just a catchy title; it's a significant aspect of Dhoni's commercial image.
Dhoni's trademarking of "Captain Cool" aligns him with other prominent sports figures who have taken similar steps to protect their brand. Michael Jordan, for instance, has capitalized on his "Jumpman" logo, while Cristiano Ronaldo has built a business empire around his "CR7" nickname. In India, Sourav Ganguly has done something similar with "Dada". Even after retiring from cricket, Dhoni remains a commercially viable personality, with a brand valuation of ₹799 crore in 2024 and over 35 major endorsements.
Beyond cricket, Dhoni has also invested in a diverse range of businesses, demonstrating his entrepreneurial acumen. His investments span various sectors, including sports, fitness, lifestyle, and technology. Some of his notable ventures include co-ownership of the Chennaiyin FC football club and a stake in the Ranchi Rays hockey team. He also co-founded SEVEN, a sportswear and lifestyle brand. Additionally, Dhoni has invested in startups like Khatabook, a fintech company, and Garuda Aerospace, a drone technology company. He also owns Hotel Mahi Residency in Ranchi. Dhoni's estimated net worth is around $127 million as of 2025. A significant portion of his income comes from brand endorsements, for which he reportedly charges between ₹4-6 crore per endorsement.
