Kohli retires from Tests: How his brand value is set to soar

Virat Kohli's retirement from Test cricket on Monday is unlikely to dent his brand value-in fact, his endorsement fee is set to rise as major brand deals come up for renewal, executives at brands and agencies associated with him said.

The world's highest-paid cricketer is also looking to trim his roster of mid-sized endorsements. His team has informed several brands that their contracts are not likely to be renewed once the current agreements expire, signalling a move toward fewer, bigger partnerships.

"Kohli's goodwill will outlive his playing days," said Sandeep Goyal, managing director of ad agency Rediffusion, which has been associated with the cricketer for multiple campaigns. "There are such few heroes as him... He appeals to Gen Z because of his aggression, with consumers across age and demographics because of his track record on the field, and with women consumers because he involves his family upfront in all achievements."


Audi, Myntra, Manvayar, MRF Tyres, Vivo, Hero MotoCorp, HSBC, Herbalife, Vivo and O'cean Beverages are among 40 big brands the former Indian captain has endorsed.

Kohli, 36, is known to charge anywhere between ₹5 crore and ₹10 crore for big endorsements per year, and have depended on the longevity and personal equations with these brands, according to two people representing sports management companies.

A June 2024 report by advisory firm Kroll estimated Kohli's brand value at $227.9 million, or about ₹1,900 crore, making him India's most valued celebrity.

"We will, of course, continue our association with Virat...retirement or not," a senior executive of a large digital-only brand told ET. "We are renewing his contract (at the revised fee). He has a massive social and performance-driven connect with people who we see as potential consumers... That very few have."

Kohli has over 67.8 million followers on social media platform X and over 272 million followers on Instagram, as of Monday.

Kohli's own ventures include sportswear brand One8, restaurant chain One8 Commune, and athleisure brand Wrogn.

He has invested in plant-based meat start-up Blue Tribe, coffee brand Rage Coffee, wellness services company Hyperice, Chisel fitness centres and gyms, and fashion platform Universal Sportsbiz.

He has also invested in homegrown sportswear startup Agilitas founded by former Puma India MD Abhishek Ganguly. Kohli recently ended his over-eight-year partnership with Puma to associate with Agilitas.

His retirement announcement on Instagram on Monday led to a surge of brands posting tributes on social media platforms, irrespective of whether they have been associated with him or not.