'Captain Cool' To Become 'Captain Commerce'? MS Dhoni Moves To Trademark His Iconic Moniker

While Dhoni has often let his bat do the talking, this move signals a deliberate shift toward protecting and leveraging his legacy in the business world.

Dhoni's trademark could pave the way for a broader merchandising and digital strategy.

Source : Facebook/MS Dhoni

Former India skipper Mahendra Singh Dhoni, revered as much for his steely calm as for his cricketing genius, has taken a major step to legally own the moniker that has become synonymous with his identity — Captain Cool. On June 5, Dhoni, through his long-time management firm Rithi Sports Management Pvt. Ltd., filed a trademark application for the nickname, setting the stage for a strategic brand expansion.

The term "Captain Cool" has long echoed in cricketing circles, used to highlight Dhoni’s poise in pressure-cooker moments — whether during a World Cup final or a tense IPL chase. Now, with the trademark move, Dhoni is aiming to lock down exclusive rights to a title that has defined his public persona for over a decade.

MS Dhoni has applied a trademark application for the mark "CAPTAIN COOL".

GAZAB!! pic.twitter.com/v53pDrOl9J

— W (@sone_do_mujhe) June 30, 2025

What’s in a Trademark? A Whole Lot of Business

This isn’t just a sentimental move — it's smart business. The trademark could pave the way for a broader merchandising and digital strategy, potentially spanning apparel lines, accessories, or even branded digital experiences.

Trademarks offer public figures like Dhoni a protective shield around their brand identity. From apparel to endorsements and future business ventures, this move ensures Dhoni retains full legal control over how the "Captain Cool" identity is used — and monetised.

A Global Playbook: Athletes Turning Names into Empires

This playbook isn’t new. Dhoni joins a league of global sports icons who’ve turned their identities into commercial empires through trademarking.

Cristiano Ronaldo famously secured rights to “CR7,” now a thriving label covering clothing, fragrances, and even hospitality. Usain Bolt trademarked his unmistakable ‘Lightning Bolt’ pose, while tennis great Serena Williams holds trademarks on her name and logo, strengthening her ventures across fashion and business.

Trademarks can also help athletes earn money even after they retire. Michael Jordan’s enduring revenue stream through the “Air Jordan” brand. The same could be true for Dhoni — whether he envisions a sports academy, lifestyle brand, or digital ventures, locking in "Captain Cool" ensures he’s building something timeless.

Cool, Calm… and Commercially Clever

While Dhoni has often let his bat do the talking, this move signals a deliberate shift toward protecting and leveraging his legacy in the business world. If the trademark is granted, one of India’s most beloved cricketing titles might soon be off-limits to anyone else.

And that would be fitting — because there's only ever been one Captain Cool.