What's the story?
The phenomenon called Virat Kohli continues to grow further. A brand of his own, and one of the most recognizable celebrities across the country, Kohli has now usurped actor Shah Rukh Khan as India's most valuable brand, with a value of $143 million, according to a report by Duff & Phelps.
His captaincy predecessor, MS Dhoni, suffered a four-point slip from 9th place last year to 13th this year.
In case you didn't know...
Corporate advisers Duff & Phelps bring out a yearly report that ranks the top 15 celebrities, based on their earnings potential from endorsements.
Titled 'Rise of the Millennials: India's Most Valuable Celebrity Brands', the yearly report is also known to stress on upcoming trends in the brand endorsements, that also includes celebrities endorsing various campaigns, sports teams and tournaments, as well as launching their own line of merchandise/clothing.
Last year, Kohli stood second in the same list, with his value pegged at $92 million, second only to Shah Rukh Khan’s $131 million.
The heart of the matter
The Forbes Fab 40, published in October this year, placed Kohli above star footballer Lionel Messi at seventh in the top-10 list of athletes based on their brand value. The new report indicates that Kohli is the undisputed champion in India, having managed to remove Shah Rukh Khan, who had occupied the position for three years consecutively.
"For the first time since 2014, Shah Rukh Khan has slipped from the top ranking and has been replaced by Virat Kohli. Kohli is now the first choice of brands to engage and attract consumers, fuelled by his extraordinary on-field performances and off-field charisma," said Varun Gupta, Duff & Phelps MD and regional leader, India, Japan and Southeast Asia.
Author's take
Less than a decade into international cricket, Virat Kohli has already established himself as a modern great of the game, and is set to end as one of the all-time legends of the sport. What is commendable, however, is that Kohli isn't just a cricketer: his brand value and commercial engagements are beyond any sportsperson in the country.
His nonpareil hunger on the field, and admirable handling of his brand off it, makes him one of the most sought-after icons in India, and one of the best exponents of the game.
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