King Kohli’s decision to quit Test cricket crease won’t impact his brand value

Virat Kohli will continue to represent India in ODIs and play in the Indian Premier League for RCB
| Photo Credit:
PTI

Ace cricketer Virat Kohli’s decision to bid adieu to Test cricket is unlikely to dent his brand valuation. The gritty batsman, who is a youth icon, has been among the top valued celebrities in the country and much sought after by brands for endorsements. Experts said he will continue to have a robust brand imprint as his off-field ventures and actions are much admired too. 

According to Celebrity Brand Valuation Report 2023, released in June 2024 by Kroll, Kohli was ranked number one with a brand valuation of $227.9 million.

Aviral Jain, MD, Kroll India told businessline, “Virat Kohli is a timeless brand with a long-standing legacy built on consistency and excellence which transcends the sport and won’t fade away with the recently announced retirement. As a result, we believe Kohli’s brand value is poised not just to endure but grow in the years ahead.”

Sandeep Goyal, Chairman, Rediffusion said, “Virat has a very robust and impressive brand imprint. He’s a darling of cricket fans. That equity will continue to thrive despite his cricket achievements starting to wane. They love his spirit and style. That will not diminish. Brand Virat Kohli will still hold sway despite the Test retirement.”

Business ventures

Kohli retired from T20 Internationals in 2024. On Monday he announced he was hanging up his boots from Test cricket too.

Angel investor and business strategist Lloyd Mathias said, “Over the years, Kohli has transformed from a young brash cricketer to one of the global icons of cricket. His evolution into a role model with off-field actions such as endorsing only brands that are aligned to his personal values, among others, will ensure his brand value will remain strong.”

Kohli is known for his various business investments including One8 that has restaurants and range of products, including fragrances, footwear and athleisure besides fashion brand Wrogn. Recently, he became an investor and co-creator in sportswear company Agilitas.

“There won’t be a major shift in terms of his brand valuation just because he is retiring from Test cricket. He is expected to continue to be an active cricketer and represent India in ODIs and play in the Indian Premier League for RCB. Today, Kohli remains the biggest brand when it comes to sportspeople in the country,” said Santosh N, Managing Partner of D&P Advisory.

Published on May 12, 2025