MS Dhoni files trademark for ‘Captain Cool’ to strengthen personal brand

Former Indian cricket captain Mahendra Singh Dhoni has taken a significant step to formalize his off-field identity by filing for the trademark of the title “Captain Cool.” Known for his unshakeable composure under pressure and calm leadership, the nickname has long been associated with Dhoni throughout his cricketing career.

Also Read: ‘Captain Cool’  M S Dhoni immortalized in ICC Hall of Fame glory

The trademark application was submitted online on June 5 via the Trade Marks Registry portal. If approved, this will grant Dhoni exclusive rights to commercially use the phrase “Captain Cool” across merchandise, endorsements, and other brand-related ventures.

Dhoni has applied for the trademark of "Captain Cool".

What a humble gesture!

Thala for a reason! pic.twitter.com/cHFEdpNMde

— Keh Ke Peheno (@coolfunnytshirt)

Dhoni has applied for the trademark of "Captain Cool".

What a humble gesture!

Thala for a reason! pic.twitter.com/cHFEdpNMde

— Keh Ke Peheno (@coolfunnytshirt) June 30, 2025

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The move marks a strategic expansion of Dhoni’s personal brand as he continues to diversify beyond cricket. With ventures ranging from sports management and agriculture to film production and tech investments, securing a popular moniker like “Captain Cool” adds another layer of marketable identity to Dhoni’s growing portfolio.

The application is currently under review, a standard step before a trademark is granted. Experts believe this could pave the way for branded products or campaigns built around Dhoni’s signature persona.

This latest development underscores how retired sports figures are increasingly leveraging their legacy to build lasting brand equity in business and popular culture.