Virat Kohli retired from Test cricket on Monday almost a year after quitting T20 Internationals, but the former India captain is certain to play an extra-long innings as a brand endorser.
“Kohli retiring from Test cricket isn’t the end of Brand Kohli, it’s simply the beginning of the next phase,” says Ambika Sharma, founder & chief strategist at Pulp Strategy. “His brand equity was never built only on statistics; it was built on attitude, consistency, and cultural resonance. That doesn’t retire with a format.”
Ankit Agrawal, director, Mysore Deep Perfumery House, echoes that thought: “Retirement from a particular format doesn’t necessarily signal the decline of a sporting icon’s brand power. Like MS Dhoni and Sachin Tendulkar, Virat Kohli has transcended the game itself.”
From an “ordinary” Delhi boy with a fiery temper to a global sporting icon, Kohli’s journey has always felt intensely personal to millions of Indians, say experts. His early image — gritty, passionate, unapologetically aggressive — made him both relatable and aspirational.
Whether it was his explosive centuries on the field or his love for chhole bhature off it, Kohli embodied a rare blend of street-smart cool and elite discipline, making him a natural fit for brands looking to connect with the youth. Recognising this, Puma signed Kohli in 2017 with a groundbreaking `110 crore, eight-year endorsement deal, one of the biggest ever for an Indian athlete. That partnership led to the launch of One8, a signature line of sneakers that not only expanded Puma’s footprint in India but also reflected Kohli’s personal style and performance-driven ethos.
In 2015, MRF Tyres brought Kohli on board with a `8 crore-per-year deal, leveraging his on-field consistency and off-field credibility. His partnership with Myntra, alongside his wife and actor Anushka Sharma, further solidified his lifestyle appeal, while joint campaigns for home interiors brand LivSpace positioned the duo as a modern, aspirational power couple, effortlessly blending fame, relatability, and influence.
Experts say Kohli’s dominance extends beyond the 22 yards. With over 40 endorsements, a lifestyle brand (one8), and a net worth exceeding `1,050 crore, he has long transitioned from just a cricketer to a cultural icon. Kohli, who will continue playing One Day internationals, took the No 1 spot in Honsa Research’s Brand Endorser 2024 report, followed by MS Dhoni in second spot and Sachin Tendulkar in third.
There are many dimensions to him — family man, health and fitness freak, style icon — that is why his appeal is so broad and his sponsorship partners so varied. And that will not evaporate overnight. “Just as his game transitioned formats, his brand too is repositioning itself: from performance-led dominance to purpose-led resonance. This phase allows for a more curated public presence, driven by lifestyle, leadership, and legacy narratives,” says Shashwat Vatsa, AVP-Brand, Olyv.
While Kohli charges over `10 crore per endorsement, sources say he is extremely selective. “He values quality over quantity,” says a person familiar with his endorsement choices.
Crucially, he is highly visible. The cricketer enjoys a following of over 271 million on Instagram alone, and around 68 million on X. “You can say his Test retirement marks a pivot from pitch-driven visibility to platform-driven relevance,” Yasin Hamidani, director, Media Care Brand Solutions.
Kohli is also the face of Royal Challengers Bengaluru, one of the most-followed franchises in the IPL. Consistent visibility across IPL, digital content, or brand campaigns ensures he will remain top-of-mind.
For Sonya V Kapoor, director at M5 Entertainment, Kohli’s brand is now entering its legacy arc. “His brand will change from being an active player to someone who has taken a step back. Brands will still believe in the credibility that he brings to the table,” she adds.
Athletes today are not confined to their performance arc alone, they are multi-platform entities, says Durvesh Yadav, founder and CEO, Rising Star Communication. And that’s what gives Brand Kohli its resilience.