Sealing the Puma deal worth Rs 100 crores, Virat is all set to become the new king of the media market! If sources are to be believed, Virat Kohli’s brand value went up by 20-25% after he was named the captain of India’s One Day International and Twenty20 teams and it will be a ride uphill for quite some time for him with more projects and endorsements coming his way according to sports marketing executives.
Tuhin Mishra, co-founder and managing director of Baseline Ventures, a sports marketing, entertainment and licensing firm recently said, “Performance improves the perceived value of a brand ambassador, so 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.”
Kohli’s brand value now stands at almost 92 million dollars, with only Shahrukh Khan above him with $131 million, as per the reports published in October 2016 by Duff & Phelps, a global valuation and corporate finance advisory firm on India’s most valued celebrity brands.
His statistics look impossible, including double centuries in four consecutive series (over the past six months). In 2016-17, he has scored the most test runs by an Indian in a home test season (1206) with four matches to come.
Currently second in the ICC test batsmen ranking (Australian Captain Steve Smith is first), he stands a good chance to become number one within a few matches. Kohli is at 895 points while Smith is at 933 points. If Kohli crosses the 900 mark he will beat his idol Sachin Tendulkar (898 points) and become the second Indian to cross 900 points after Sunil Gavaskar (916).
“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.
“Like in the case of any product or service brand, a brand ambassador’s value goes up with better performance. Better performance means greater number of eyeballs, greater awareness and increase in acreage in print (coverage),” added Kiran Khalap, co-founder, Chlorophyll Brand and Communications Consultancy.
Kohli’s manager Bunty Sajdeh is more than elated at Kohli’s performance and said that he is becoming more and more bankable each day. “But these records for us are more about reassurance and vindication rather than measuring how much more interest we can garner."
“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.
He is now a leader of brands. From the Manyawar Ethnics to Pro Kabaddi League, from sports leagues to fashion labels, he has ventured into various domains of business through his advertisements. Currently, he endorses more than 20 brands, the latest being smartphone maker Gionee and luxury bags giant American Tourister, among others. He was also the goodwill ambassador for the NDA government’s Skill India mission in January.
Information source: Hindustantimes
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