New Delhi: Virat Kohli It is expected that the top-paid celebrity brands in India will continue their reign as endorsers even after relinquishing captaincy across all forms of cricket, although this may require companies to renegotiate contract terms with them. Kohli Announced his decision to step down as captain of the national Test team on 15 January after stepping down as India’s T20 captain in September.
Prior to these developments, the flamboyant batsman retained the top spot as India’s most valuable celebrity brand for the fourth year in a row, worth around $23.8 million, data from a report by Duff & Phelps (see graphic) shows. . In short, not being on top of things is unlikely to affect his value as a celebrity brand endorser, said Santosh Desai, MD and CEO, Futurebrands. His relationship with Anushka Sharma, as a duo , will help make things easier.” India. But his form will be crucial in the long run.
Brand experts draw parallels with former Master Blaster Sachin Tendulkar and Mahendra Singh Dhoni, a cricketer who gained recognition even in the last years of his career. Stepping down as captain of the national team didn’t stop the influx of endorsement deals for these two icons. “Even now, every commercial you see on TV has Dhoni in it,” Desai said. In 2019, the Jharkhand cricketer’s brand value rose to around $41 million despite India’s exclusion from the One Day International (ODI) World Cup held in England and Wales.
However, the world has changed, industry experts warn. A source said, “When Sachin played, social media was not present. Some sections did not like Kohli’s antics on the field during the last Test in South Africa.”
Harish Bijoor, CEO, Harish Bijoor said, “Brand endorsements have a habit of chasing down the person at the top. In cricket, it is the captain of the team. Even if you are not the captain, you still have your old brand endorsements. Will be.” consults. “But when it comes to newcomers, every ad will be a contest between Kohli and the new captain.”
With a roster of over 30 brands in his portfolio, Kohli tops the social media rankings and boasts of the best engagement rate among all celebrities. In addition, he is a top supporter in the food and beverage and healthcare categories.
German sportswear brand Puma, which in 2017 signed an eight-year Rs 110 crore deal with Kohli, is currently betting on his work ethic and reputation as an athlete. Abhishek Ganguly, MD puma India and Southeast Asia. “He has inspired and will continue to inspire all those who follow cricket and even those who do not.”
Prior to these developments, the flamboyant batsman retained the top spot as India’s most valuable celebrity brand for the fourth year in a row, worth around $23.8 million, data from a report by Duff & Phelps (see graphic) shows. . In short, not being on top of things is unlikely to affect his value as a celebrity brand endorser, said Santosh Desai, MD and CEO, Futurebrands. His relationship with Anushka Sharma, as a duo , will help make things easier.” India. But his form will be crucial in the long run.
Brand experts draw parallels with former Master Blaster Sachin Tendulkar and Mahendra Singh Dhoni, a cricketer who gained recognition even in the last years of his career. Stepping down as captain of the national team didn’t stop the influx of endorsement deals for these two icons. “Even now, every commercial you see on TV has Dhoni in it,” Desai said. In 2019, the Jharkhand cricketer’s brand value rose to around $41 million despite India’s exclusion from the One Day International (ODI) World Cup held in England and Wales.
However, the world has changed, industry experts warn. A source said, “When Sachin played, social media was not present. Some sections did not like Kohli’s antics on the field during the last Test in South Africa.”
Harish Bijoor, CEO, Harish Bijoor said, “Brand endorsements have a habit of chasing down the person at the top. In cricket, it is the captain of the team. Even if you are not the captain, you still have your old brand endorsements. Will be.” consults. “But when it comes to newcomers, every ad will be a contest between Kohli and the new captain.”
With a roster of over 30 brands in his portfolio, Kohli tops the social media rankings and boasts of the best engagement rate among all celebrities. In addition, he is a top supporter in the food and beverage and healthcare categories.
German sportswear brand Puma, which in 2017 signed an eight-year Rs 110 crore deal with Kohli, is currently betting on his work ethic and reputation as an athlete. Abhishek Ganguly, MD puma India and Southeast Asia. “He has inspired and will continue to inspire all those who follow cricket and even those who do not.”
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