Virat Kohli is not only one of the most popular cricketers in the world, he is also one of the most popular sportsmen in the world. (Why is Virat Kohli second only to Shahrukh Khan ?)
He has been a cricketing superstar both on and of the field for a few years now. Ever since he was appointed the Indian captain in all three formats of the game his brand value has also increased by 20-25%.
And if his purple patch continues for the next few years, then his market value may very well increase. (Why is Virat Kohli second only to Shahrukh Khan ?)
Duff & Phelps, a global valuation and corporate finance advisory firm, made a report which valued the biggest Indian celebrities from all genres. According to that report, Virat Kohli is valued more than $92 million which is second only to Shahrukh Khan who is 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.
“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. (Why is Virat Kohli second only to Shahrukh Khan ?)