Indian all format Captain-Virat Kohli’s brand value is likely to have gone up by 20-25% after appointed Captain of India’s T20I and One Day International team. And it might have a big chance to increase his brand value if he is going like that for upcoming few years, said by the sports marketing executives.
According to the October 2016 report by Duff & Phelps of India’s most valuable celebrity brands, Virat Kohli’s brand value holds on $92 million which is only second to Shahrukh Khan whose brand value is $131 million.
In the previous few years, Kohli scored consecutive four hundred in four consecutive series. From the last year, Kohli scored the most Test runs (1206) in home compare any Indian player.
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If Virat Kohli will play like previous Test matches, then it will be guaranteed that he will cross Smith record who currently holds the top place of ICC Test batsman ranking. From the present record, Kohli’s point is 895 where Smith’s is 933. For the India, Sunil Gavaskar is the only player to cross 900 points and legendary Sachin’s highest reached record was 895.
“Performance improves the perceived value of a brand ambassador,” said Tuhin Mishra.
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“The moment Virat Kohli became captain of ODI and T20, his value would have gone up by 20-25% as is the norm,” he added.
Director of Duff & Phelps, Aviral Jain 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 look to sign him on as a brand ambassador.”
“Like in the case of any product or service brand, a brand ambassador’s value goes up with better performance. Better performance means the greater number of eyeballs, increased awareness and increase in acreage in print (coverage),” added Kiran Khalap, co-founder, Chlorophyll Brand, and Communications Consultancy.
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Founder and chief executive of CAA Kwan, Anirban Das Blah said, “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.”