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Virat Kohli is arguably the most-known name in the cricket world and across India. A king on the field, he is a case study in self-branding as a modern cricketer. Quickly after his international debut in 2008, Virat was already one of the most hyped players to become the next big thing in cricket—comparisons with the great Sachin Tendulkar did not help.
Virat proved the hype wasn’t unfounded. Breaking numerous seemingly unreachable records, he has inked his name as one of the all-time greats. Off the field, his numbers and on-field talent will be talked about for generations. But off the field, his accumulated business acumen and skyrocketed branding prowess deserves a lot of attention— making him more than a cricket star.
Virat Kohli
In India, where cricket is not just another sport, stardom on the pitch naturally translates to the outside world. Virat’s on-field character is aggressive and bold—perfectly complementing the brands he endorses.
Based on the latest available numbers, Virat was the second most-valued celebrity in the country in 2022, after the Bollywood superstar Ranveer Singh. In the same year, he promoted an array of brand categories from smartphones and automobiles to soaps and healthcare.
According to a report shared with Social Samosa by TAM AdEx, Virat endorsed more than 40 brands in 2023—a 41% jump from his 2022 numbers. The #1 category on the list was toilet soap and HUL was the top advertiser with 66% ad volume share.
Virat Kohli Businesses
- One8
Launched in 2017, One8 is Virat Kohli’s collaboration with sportswear giant Puma. The brand caters to the activewear enthusiast, offering a range of stylish and functional clothing, footwear, and accessories. One8 equips you for various athletic pursuits, reflecting Kohli’s own dedication to fitness and peak performance.
- Wrogn
Wrogn is an independent fashion label designed with the young man in mind, offering trendy streetwear apparel and accessories. Launched in 2014, Wrogn allows you to express your individuality with its edgy and fashion-forward designs, mirroring Kohli’s bold personality and trendsetting style.
- One8 Commune
One8 Commune is a chain of restaurants and bars launched by Kohli in 2017. These outlets transcend the typical athlete-owned restaurant concept. One8 Commune offers a diverse menu featuring various cuisines, in a modern and sophisticated ambiance. Whether you’re looking for a casual hangout or a stylish dining experience, One8 Commune caters to your desires.
Virat Kohli’s Diverse Investments:
- Rage Coffee: This brand caters to the growing demand for convenient and potentially performance-enhancing beverages. Kohli’s association with fitness aligns well with Rage Coffee’s target audience seeking an energy boost.
- Blue Tribe: Kohli, known for his health consciousness, supports this innovative company offering sustainable and cruelty-free alternatives to a rising consumer segment seeking plant-based protein options.
- Hyperice: As a champion of peak physical performance, Kohli’s investment in Hyperice underlines his focus on recovery and injury prevention. Hyperice offers a range of tech-driven tools athletes use for muscle recovery and pain management.
- Digit (Digital Insurance Startup): Kohli’s backing of Digit highlights his belief in the potential of digitalization. Digit aims to make insurance accessible and user-friendly, attracting a tech-savvy generation.
- Galactus Funware Technology Pvt Ltd (Gaming Company): This investment showcases Kohli’s awareness of the burgeoning gaming industry. Galactus Funware develops games, potentially targeting a younger demographic and capitalizing on the rising popularity of esports.
- Universal Sportsbiz Pvt Ltd (Sports-inspired Fashion Brand): Kohli joins forces with cricket legend Sachin Tendulkar in this venture. Universal Sportsbiz offers stylish apparel inspired by athletics, potentially aiming to capture a broader fashion market within the sports domain.
- FC Goa (Indian Super League Football Club): Kohli’s 12% stake in FC Goa demonstrates his passion for sports extending beyond cricket. His involvement with this prominent football club highlights his interest in promoting the sport and potentially attracting new fans.
Virat Kohli’s Brand Endorsement Strategy
- Alignment with Image: Kohli prioritizes brands that resonate with his core image: fitness, youth, and success. Examples include sportswear giants like Puma (One8) and wellness brands like Hyperice. These associations reinforce his dedication to peak performance and a healthy lifestyle.
- Targeting the Right Audience: Kohli understands the demographics he influences. His diverse portfolio appeals to young consumers seeking a convenient energy boost. This caters to his massive youth fan base.
- Beyond Cricket: While some endorsements promote athletic wear (Wrogn Active), Kohli isn’t limited to the sports domain. He has partnered with everyday essentials like Manyavar (traditional wear) and MRF (tires), showcasing his broader appeal to a national audience.
Kohli’s Social Media Presence and Fan Engagement
Virat Kohli isn’t just a brand ambassador; he’s also a master of social media engagement. Here’s a slight overview of how he leverages his socials:
- Authenticity and Personal Touch: Kohli avoids overly promotional content. He shares glimpses of his personal life, workout routines, and motivational messages, fostering a connection with fans. This authenticity strengthens brand loyalty.
- Strategic Partnerships: Brand endorsements are seamlessly integrated into his social media presence. He might showcase Puma apparel while training or celebrate a festival with a Manyavar kurta, creating a natural association between the brand and lifestyle.
- Handling Criticism: Kohli hasn’t been immune to online criticism. While he rarely engages directly, his continued excellence on the field often serves as the best response, demonstrating his resilience and focus.
Future of the “Kohli” Brand
Virat Kohli’s cricketing legacy will undoubtedly impact his brand value, even after his retirement. While his cricket accolades will hold immense weight—potentially opening doors to more global brand partnerships, maintaining brand perception and careful management of the brand will be crucial.
