Former Indian cricket captain Mahendra Singh Dhoni has officially taken the step to trademark his legendary moniker, “Captain Cool”, preserving the brand that became synonymous with his calm and composed leadership.
Trademark Filing Details
- The application for the trademark “Captain Cool” was submitted on June 5, 2023, via the official Trade Marks Registry portal, under Class 41, which covers sporting services, coaching, and training facilities
- On June 16, 2025, the registry marked the name as “Accepted & Advertised,” indicating it will proceed unless opposed within four months
Overcoming Legal Hurdles
- A company named Prabha Skill Sports (OPC) Pvt Ltd had previously filed a similar trademark in 2021. When Dhoni’s team raised concerns that their use of the name could mislead or dilute Dhoni’s brand, the registry placed Prabha Skill’s application under review
- Dhoni’s lawyers argued the nickname’s exclusive association with him through years of media and fan usage—granting it secondary meaning tied to his identity. The registry agreed, allowing his trademark to advance
Significance of “Captain Cool”
- “Captain Cool” earned its fame through Dhoni’s unwavering composure, especially during critical moments like the 2007 T20 World Cup, the 2011 ODI World Cup, and the 2013 Champions Trophy
- Trademark experts see the move as a strategic brand-building exercise, laying the foundation for Dhoni to launch sports academies, clothing lines, coaching programs, and branded merchandise
Formal Recognition & Long-Term Impact
- The application process placed the nickname in a visible legal framework; if unopposed by October 15, 2025, the trademark will be officially granted
- Dhoni’s strong brand value—estimated at ₹799 crores in 2024—and extensive endorsements underscore the importance of formal brand protection
Context in Global Branding Trends
- Dhoni joins sports legends like Michael Jordan (“Air Jordan”) and Cristiano Ronaldo (“CR7”) in transforming nicknames into commercial assets
- Indian names such as Salman Khan (“Being Human”) and Sourav Ganguly (“Dada”) have also successfully converted personal brands into profitable ventures.
By officially registering “Captain Cool”, MS Dhoni secures exclusive commercial rights to his well-loved nickname, paving the way for future ventures in sports training, merchandising, and beyond. The trademark not only protects his legacy but also sets a milestone in athlete brand management—ensuring Dhoni remains synonymous with calm leadership both on and off the field.
As far as Tamil Nadu is concerned, actor Ajith Kumar has been fondly called “Thala” by the people for many years.
If he had trademarked the term like Dhoni recently did, then Dhoni’s fans and advertisers would not have been able to use the word “Thala” at all.
