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HindustanTimes Mon,22 Sep 2014

Cricket

The rise and rise of Brand Kohli
Himani Chandna Gurtoo, Hindustan Times
New Delhi, October 08, 2012
First Published: 00:06 IST(8/10/2012)
Last Updated: 00:08 IST(8/10/2012)

Only time will tell us if Virat Kohli is world cricket's next superstar but off the pitch Brand Kohli is bigger than ever and growing.

In the past six months, the 23-year-old cricketer's endorsement rate has gone up by more than 50%.

Kohli, who has been in a stunning form for almost a year now, charges Rs. 1.5 crore a day as "appearance fee" for brands he endorses - there are 13 of them.

The "appearance" could be a photo shoot, ad campaign or a promotional event, said a brand expert on condition of anonymity.

"We're in the process of signing deals with two other aspirational brands in the coming month," said Bunty Sajdeh, CEO of Cornerstone Sports and Entertainment, the agency that manages Kohli's portfolio.

Kohli, who last month became the youngest man to be named ODI Player of the year, is in the same league as Sachin Tendulkar as far as "appearance fee" sweepstakes go.

MS Dhoni, however, remains the leader, commanding a price of R2 crore - same as Shah Rukh Khan.

Brand Kohli is rising because of youth connect.

"After Yuvraj's entry into the 'mature' league, only Kohli has the roguish charm," said Navonil Chatterjee, vice-president, JWT which handled Nike's campaign with Kohli.


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