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Editor’s Pick: Virat Kohli – Biggest brand in the world of Cricket

The Board of Control for Cricket in India (BCCI) is the richest board across, same way the Indian cricketers are amongst the top paid athletes in the world. The on-field performance of the athletes is equally important as the off-field performance in the business terms. We’ve seen brands investing in Athletes, but there is one player who’s on field the best player for the Indian team and off-field the strongest brand in the market.

Virat Kohli is undoubtedly the biggest star in India and amongst the top in the world. As per a report by Duff & Phelps, Virat Kohli has been crowned as the most valuable celebrity endorser for the third-consecutive year with a brand valuation of USD 237.5 million. He has been a star attraction for the brands due to his fan following amongst the youth which leverages their brand image. Kohli, is the face of 22 brands in the country ranging from Audi to Vicks, Colgate, Volini, Muve Acoustics, Tissot, Puma to Manyavar and Hero. He’s also the face of his own brand, Wrogn—a youth fashion label with fashion startup and one8.

You’ll be surprised to know that Virat Kohli already surpassed the ‘King Khan’ Mr. Shahrukh Khan in terms of the brands value in 2017 and is currently the hottest property in terms of Athletes. As per the GroupM Sports and Entertainment reports of 2019, the endorsement industry grew 11 percent and was valued at INR 480 Cr, dominated by cricketers. A total of 329 endorsement deals were signed, of which 228 were for cricketers. Virat Kohli is only cricketer to feature in the Forbes highest paid athletes with earnings of $24mn from endorsements.

If Indian Premier League is the most valuable property in cricket business, Virat Kohli is certainly the valuable franchise to invest into. Wait, you must be wondering Virat is a player of Royal Challengers Bangalore (RCB) and not owning a franchise. Yes you’re right he is a player who is running one man show for RCB. The team is yet to taste a victory in IPL since its inception, still it’s one of the top teams where brand invest and garners a lot of attention of sponsors. RCB was one of the first teams to get knocked out of IPL 2019, yet they’re the first ones to close on the sponsorship deals.

Apart from earning directly, Virat has also invested into multiple businesses and owns a variety of brands. Fashion apparel brand WROGN, chain of fitness centers and gyms, one8 range of products, hotels and restaurants, and has also invested in FC Goa. Virat Kohli is also into a lot of philanthropic activities and has a sports foundation ‘Virat Kohli Foundation’ which provides aid and support to the young and budding talents across various sports. The Virat Kohli Foundation along with RPS Goenka group also conducts annual award function ‘Indian Sports Honors’ to felicitate the best of the athletes.

India is considered to be a sports loving nation, where Cricket is not less than a religion. If Sachin Tendulkar is the ‘God of Cricket’, Virat Kohli is the ‘King of the Game’. Overall, Virat is undoubtedly one of the biggest brands in the country and best in the business.

 

By Archil Katiyar

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