Mahendra Singh Dhoni, celebrated for his zen-like composure on the cricket field, is making a strategic move to protect his legacy off the pitch.
The former Indian skipper has officially applied to trademark his widely recognized moniker, “Captain Cool,” solidifying a brand identity that has resonated with millions of fans worldwide.
The application, submitted on June 5, 2025, marks a significant step for Dhoni in joining an elite league of sports icons who have transformed their names and nicknames into powerful, legally protected brands.
The Trademark Filing: “Accepted & Advertised”
According to the Trade Marks Registry portal, Dhoni’s application for the phrase “Captain Cool” has successfully passed the initial examination phase and currently holds the status of “Accepted & Advertised.” This means the application has been published in the official trademark journal, opening a window for any third party to oppose the registration if they believe it infringes on their rights.
The filing was made under Class 41, a crucial category for a sports personality of Dhoni’s stature. This class specifically covers services related to education, providing of training, entertainment, and sporting and cultural activities. By securing a trademark under this class, Dhoni aims to gain exclusive rights to use “Captain Cool” for ventures such as sports coaching, training academies, entertainment events, and other related services, ensuring his brand remains uniquely his in these domains.
A Potential Hurdle?
Interestingly, the path to securing the “Captain Cool” trademark isn’t entirely unopposed. Another firm, Prabha Skill Sports (OPC) Private Limited, had previously filed an application for the very same term back in July 2021, also under Class 41. This earlier application could present a challenge to Dhoni’s claim. However, reports indicate that the status of the firm’s application is “rectification filed,” suggesting there may be unresolved issues or objections with their claim, which could potentially work in Dhoni’s favor.
Given the immense and long-standing association of “Captain Cool” with MS Dhoni in the public consciousness, his legal team will likely argue that the name has acquired a “secondary meaning” directly linked to his persona, a strong basis for a successful trademark registration.
Joining the Elite Club of Trademarked Athletes
This move sees MS Dhoni follow in the footsteps of global sporting legends who have astutely converted their on-field success into enduring business empires by protecting their intellectual property. This strategy allows athletes to monetize their brand long after their playing careers have ended, through endorsements, merchandise, and licensed ventures.
Here are some of the most famous sports celebrities who have trademarked their personal brands:
| Celebrity | Trademarked Brand/Name |
| Michael Jordan | “Jumpman” logo, “Michael Jordan” |
| Cristiano Ronaldo | “CR7” |
| Roger Federer | “RF” logo |
| Sourav Ganguly | “Dada” |
| Sachin Tendulkar | “Sachin Tendulkar”, “Tendulkar” (Signature) |
| Virat Kohli | “One8” |
By filing to trademark “Captain Cool,” MS Dhoni is not just protecting a nickname; he is securing a legacy. It’s a testament to his foresight and understanding that in modern sports, the brand is as powerful as the game itself. As fans, we’ve always known him as Captain Cool; soon, that title will be officially and exclusively his in the world of commerce.
