Indian cricket team’s iconic T20 World Cup win is set to enhance both Rohit Sharma and Virat Kohli’s respective legacy and association with winning, making them even more attractive to sponsors, even though they both announced their retirement from the T20 format. According to experts, their enhanced brand value post-victory would likely lead to new endorsements, increased media presence, and higher endorsement fees, solidifying their status as top-tier brand ambassadors.
As of recently, the brand value of cricket icons Virat Kohli and Rohit Sharma is USD 227.9 million and USD 41 million, respectively. Both these players have led from the front and played a critical role in making India the world champions today. It is a historic moment which no marketer can ignore, and Kroll foresees a double digit jump in their brand values.
Kohli’s consistent performance and charismatic persona, coupled with the victory, will likely attract more high-profile endorsements and elevate his marketability. Sharma, having led the team to triumph, will see enhanced recognition and demand from brands looking to capitalise on his leadership and success, notes Yasin Hamidani, Director, Media Care Brand Solutions.
“Their retirement from T20 cricket would not create much impact on their brand value as they are still going to play for the one-day and Test cricket formats. Even top past cricketers like Sachin Tendulkar, MS Dhoni, Yuvraj Singh and many more are still having brand value and legacy based on their past achievements and contribution to the Cricket world,” he adds.
Although one may see a shift in endorsement deals towards brands emphasising legacy, experience, and broader lifestyle rather than active sports gear.
Aarti Notiyal- Director Marketing, Bubble Communication, remarks that after announcing retirement, young, fun brands might rethink their association with Kohli, potentially looking at younger players like Shubhman Gill and Suryakumar Yadav. Sharma, however, won’t be as impacted due to his stable, responsible image.
However, while their star status will not be immediately impacted (given former stars like Sunil Gavaskar, Kapil Dev and Sachin Tendulkar still command significant brand value), their (Kohi and Sharma’s) overall presence in media is likely to reduce as they will be involved in fewer games. That will certainly have some impact on their brand value in the coming months, shares Samit Sinha, Founder and Managing Partner, Alchemist Brand Consulting.
Valuation soars for men in blue
The aggregate commercial brand value of India T20 squad was in the range of $425-450 million pre-world cup, which is about 2x the biggest IPL franchisees (CSK / RCB). Aviral Jain, Managing Director, Valuation Advisory Services, Kroll, expects this relative multiplier to expand by 15-20% in the immediate term (given that some of the players are common).
Post the stellar performance throughout the T20 World Cup, the key players including the likes of Hardik Pandya, Jasprit Bumrah, Rishabh Pant and Suryakumar Yadav are expected to see a significant increase in their brand endorsements given that they will now lead the charge and represent India in upcoming T20 tournaments. Further, with a better pull on the endorsement fees, brand value of these cricketers is likely to see a major uptick driven by their long-term potential, Jain adds.
Read more: India-SA T20 WC final match records peak concurrent viewership of 53 mn
Even for the team coach, Rahul Dravid, the commercial value has soared immensely post winning the Cup, alongside the winning team, according to Notiyal. The victory will also likely increase the forthcoming IPL rights, including broadcasting rights.
For a player like Hardik Pandya, whose brand value is around $20 million, could see a rise by 25-30% due to his all-rounder status and charismatic appeal.
Jasprit Bumrah who is known for his exceptional bowling skills, his marketability will attract sports brands, fitness products, and corporate endorsements. With a current brand value of about $15 million, his exceptional bowling prowess may boost his value by 20-25%.
Suryakumar Yadav consistent performances and growing fan base will draw interest from advertisers looking for relatable and impactful sports personalities. Emerging as a consistent performer, his brand value, presently estimated at $10 million, could see a 30-35% increase, shares Hamidani.
Going forward, Shubham Singhal, Co-Founder & CEO of Dot Media, foresees Bumrah’s fees going up by 50%, when eventually Sharma and Kohli would step out.
The World Cup victory will elevate the team’s marketability, attracting lucrative sponsorships, endorsements, and merchandise sales. The emotional and patriotic connection with the national team can further drive a surge in commercial opportunities, potentially pushing their value into billions.