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Former India captain MS Dhoni has submitted an official application through the Trademarks Registry portal to officially claim ownership of the 'Captain Cool' title, which could be interpreted as a strategic brand promotion move by the Chennai Super Kings (CSK) star.
According to the Trade Marks Registry portal, the application has now been accepted and advertised. The trademark was published in the official trademark journal on June 16, 2025.
“Delighted to share a recent development from the field of trademark law that underscores the evolving role of personality rights and acquired distinctiveness in overcoming relative grounds for refusal,” said Dhoni’s lawyer, Mansi Aggarwal.
These developments and common with the influential athletes who prefer to have a tag associated with their brand. Cristiano Ronaldo (CR7) and Usain Bolt (Lightning Bolt pose) and Michael Jordan (Air Jordan) are three of the most popular examples of highly successful athletes elevating their brand value through similar moves.
Dhoni announced his retirement from all forms of international cricket on August 15, 2020, and he is currently a part of the Indian Premier League's (IPL) one of the most successful franchises, Chennai Super Kings (CSK). Dhoni is arguably the best captain to lead India as the Men in Blue won all the ICC titles of that time under his leadership. Dhoni ended his captaincy stint as the joint-most successful captain with five trophies, level with Rohit Sharma. In June 2025, the ICC inducted Dhoni and six other major cricketers into their Hall of Fame list for making a lasting contribution to the sport. The 43-year-old also led CSK to five IPL titles, which is the joint-most by any franchise in the history of the tournament.
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