Virat Kohli second best in terms of brand value
Published - Feb 17, 2017 5:31 pm | Updated - Feb 17, 2017 5:31 pm
Virat Kohli like he does on the cricket field has the light on him off it as well. As per latest reports the Indian skipper now has a brand value which is second to only the King of Bollywood Shah Rukh Khan. Tuhin Mishra, Managing Director of Baseline Ventures inferred that as soon as Virat became the captain of India his brand value was increased by 20-25%.
“The moment Virat Kohli became captain of ODI and T20, his value would have gone up by 20-25% as is the norm.” This value of Virat has to increase after his four consecutive double centuries. As said by Tuhin, even performances affect the value. “Performance improves the perceived value of a brand ambassador,” said Mishra.
Virat Kohli was branded at $92 million according to the reports on celebrity brands by Duff and Phelps. The 28-year-old is behind by some margin, as Shah Rukh, the superstar is valued at $131 million.
The director at Duff & Phelps Aviral Jain explained this better, he said, “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.”
Agreeing with Aviral, Kiran Khalap, co-founder of brand and communications consultancy chlorophyll, also explained it. He was of the opinion that a brand ambassador’s value will keep going up if he/she keeps performing at the highest level. “Like in the case of any product or service brand, a brand ambassador’s value goes up with better performance. Better performance means a greater number of eyeballs, greater awareness and increase in acreage in print (coverage),” Kiran was quoted saying.
Virat has ventured a lot in the last three or four years. He has invested in other sports as well. Sports such as football, tennis and wrestling. He is growing not only in terms of his cricket but also in terms of business. Some have claimed that the day is not far when Kohli will become the costliest ambassador.
Anirban Das Blah, founder and chief executive of CAA Kwan, said the same. He was of the opinion that the 28-year-old with ease can overtake Shah Rukh and other stars in his way. “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