Virat Kohli explains why he doesn't endorse soft-drink brands

What's the story?

Indian skipper Virat Kohli has shed light on the thought-process behind his decision to not sign a highly lucrative deal with a leading soft-drink company. Making it clear that he does not want to endorse products which he himself abstains from consuming, the star batsman explained his move to part ways with soft-drink manufacturer PepsiCo.

"I don’t sign on with brands now that I don’t consume. Even after that (on ending his association with Pepsi) which is a big brand, I had a few situations where I was offered brands but I don’t find the need to say yes to them. I don’t want to represent something that I don’t believe in or consume", Kohli told Economic Times.

Giving an indicator of things to come, the skipper added, "I would do more of associations and more of creating businesses with people rather than just getting on board with brands and earning money from endorsements."

The context

A few months back, Kohli hit global headlines when he turned down a multi-crore soft-drink deal with PepsiCo that he had been endorsing over the last few years.

The heart of the matter

Stating that soft-drinks do not find a place in his rigid diet, Kohli expressed his intention to set an example by not renewing his long-standing contract with the prominent brand. When asked about his association with an alcohol brand, the 29-year old replied firmly that he is not promoting alcohol but merely endorsing an energy drink from the same manufacturer.

Currently, Kohli endorses as many as 17 brands including the likes of Puma, Audi, MRF, Tissot, Gionee, Boost, Colgate and Vicks. In addition to his association with those eminent companies, the right-hander has also invested in fitness-oriented brands such as Chisel, Sports Convo as well as clothing apparel Wrogn. It is pertinent to note that he recently signed a whopping INR 110 crore deal with Puma for eight years.

What's next?

Having launched an athleisure brand named One8 in collaboration with Puma, Kohli wants to take the lifestyle-promoting apparel to the next level. He has set his sights on taking the brand to quite a few overseas territories as well.

Author's take

With his remarkable consistency across all three formats of the game, Kohli is one of the most reliable batsmen in the modern game. Upon showing the way through his performances with the bat, the driven cricketer is setting a terrific example off the field too. His decision to shun the famous soft-drink brand is a sign that he has evolved into a socially responsible sportsman.