Mumbai: Superstar cricketer Virat Kohli is breaking records both on and off the field these days. Kohli’s phenomenal success in the last two years has seen his brand value soar up and above, especially after he took over the captaincy from Mahendra Singh Dhoni in Test cricket in 2015.
This year Kohli not only succeeded Dhoni as India captain in the limited-overs formats but also leaped ahead of his former captain to be valued at a whopping $92 million, according to an October 2016 report on India’s most valued celebrity brands published by Duff & Phelps, a global valuation and corporate finance advisory firm.
The 28-year-old’s brand value is also expected to rise up by 20-25% after he became the captain in all formats. He is quickly catching up to Bollywood megastar Shah Rukh Khan, who has been valued at $131 million.
“Performance improves the perceived value of a brand ambassador,” said Tuhin Mishra, co-founder and managing director of Baseline Ventures, a sports marketing, entertainment and licensing firm. As does position.
“The moment Virat Kohli became captain of ODI and T20, his value would have gone up by 20-25% as is the norm,” Mishra added.
Kohli’s recent performances in the ODI series against England and the one-off Test against Bangladesh, where he scored his fourth double hundred, is certainly going to help his value increase even further.
“The track record of a sportsperson 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 reportedly endorses more than 20 brands at the moment with smartphone maker Gionee and luggage maker American Tourister being the latest brands who have roped him in. His exploits on the cricket field last year included three double hundreds and as many centuries in one-day cricket. Kohli amassed 1215 runs in 12 Tests at an average of 75.93 and scored 739 runs in 10 ODIs along with the record smashing 973 runs that he scored in the Indian Premier League last season.
Kohli’s form with the bat has had a direct effect on India’s performance as a team in the longest format. He has led India to a record six successive series wins, since August 2015, and the victory over Bangladesh saw the team extend its unbeaten streak to 19 Test matches. Both these feats have never been achieved by any other Indian captain in the history of Test cricket.
It seems that sky is the limit for ‘King Kohli’, who is now gearing up to lead India in the upcoming four-Test match series against Australia starting February 23.