Virat Kohli, who is in prime of his career is not just creating records on the field – but even off the field also with his endorsements.
When Kohli was appointed captain of India’s One Day International and T20teams, his brand value is likely to have gone up by 20-25% and based on his current form across all formats, it’s no wonder if it goes high even more.
With still four test matches to come, In 2016-17, he has scored the most test runs by an Indian in a home test season (1206). With the recent series against Bangladesh, Kohli scored 4 double centuries in consecutive series.
If he does well in the forthcoming home series against Australia, he will likely move ahead of Australian captain Steve Smith, who is on top of the ICC test batsmen ranking.
Presently, with market value of $92 million Virat is second to Shah Rukh Khan, who is comfortable placed at number 1 with $131 million.
Currently, Virat Kohli endorses more than 20 brands, the latest additions to his portfolio being smartphone maker Gionee and luggage maker American Tourister, among others.
“The track record of a sports player has a direct bearing on his attractiveness as a brand endorser. Given the consistent and unbeatable record of Virat Kohli, companies that want to position themselves as a market winner will definitely look to sign him on as a brand ambassador,” said Aviral Jain, director at Duff & Phelps.
Kohli’s manager Bunty Sajdeh admits that Kohli’s performance has made him more bankable. “But these records for us are more about reassurance and vindication rather than measuring how much more interest we can garner,” he added.
“We are not far from the day when Kohli could easily be the most expensive brand ambassador in the history of endorsements in India, and justifiably so,” said Anirban Das Blah, founder and chief executive of CAA Kwan.