Dhoni, Virat Kohli can take a break! Brands are rooting for Dipa Karmakar, Sakshi Malik and PV Sindhu

Cricket sensations MS Dhoni and Virat Kohli are all time favourites of brands for various endorsements. But now, the dynamics seem to be changing as marketers are eyeing Olympic stars Dipa Karmakar, Sakshi Malik and PV Sindhu for advertising.

Brands are making a beeline for these three stars and are ready to sign contracts for as long as one year.

Badminton star Sindhu, gymnast Karmakar and wrestler Malik are also online sensations as their Twitter and Facebook accounts were flooded with followers.

We are close to signing a multiyear deal for Sindhu and Kidambi Srikanth, which will be their first endorsement deal," Tuhin Mishra, managing director of sports marketing firm Baseline Ventures, told ET.

ET reported Mishra also got a call on Friday from an FMCG brand which is interested in doing a campaign around girl power and felt that Dipa Karmakar would be a great fit.

Meanwhile, the stories of these Olympians are also compelling that can make brands tap on the right nerve of the customers.

Neerav Tomar, CEO of IOS Sports & Entertainment, told ET his company does not represent Karmakar at the moment but may take some offers to her and also look at signing her up.

"We are talking to a few brands in the cement, pain relief, nutrition and insurance segments, which are interested in signing an endorsement deal with her. Brands want to cash in on an inspiring story. Dipa has emerged as the PT Usha of gymnastics and has caught the imagination of the masses. She's got a career left even beyond Tokyo," said Tomar.

The endorsement deals they are negotiating, Tomar said, could be valued at around Rs 35-40 lakh a year per brand, but "we will need the athletes' consent".

Brands also feel that these Olympians will also have to change their look and feel to become a brand themselves.

Atul Srivastava, managing partner at Games Unlimited, told ET the three might get some endorsements immediately but a ramp-up in the future will depend on how quickly they change their look and feel and create a brand for themselves. "Of course, they should also keep performing well."