Virat Kohli’s brand value is worth $92 million, second only to Shah Rukh Khan

Virat Kohli is on some kind of a roll these days. He has taken over from Dhoni as India's limited-overs captain and his Test team is currently on a 19-match unbeaten streak. His own form has been nothing short of phenomenal, and he has scored four double centuries in the last seven months. 

No doubt then, his brand value also has seen a rapid rise. According to a report on India’s most valued celebrity brands published by Duff & Phelps, a global valuation and corporate finance advisory firm, Kohli's brand value is $92 million, second only to Bollywood superstar Shah Rukh Khan, whose brand value is $131 million. Given this report is from October 2016, experts say Kohli's value may have increased by about 20-25% since then.

“Performance improves the perceived value of a brand ambassador. The moment Virat Kohli became captain of ODI and T20, his value would have gone up by 20-25% as is the norm,” said Tuhin Mishra, co-founder and managing director of Baseline Ventures, a sports marketing, entertainment and licensing firm.

Kohli currently endorses more than 20 brands, the latest of which are Gionee smartphones and American Tourister. He was also appointed goodwill ambassador for the NDA government’s Skill India mission in January.

“The track record of a sports player has a direct bearing on his attractiveness as a brand endorser. Given the consistent and unbeatable record of Virat Kohli, companies that want to position themselves as a market winner will definitely look to sign him on as a brand ambassador,” said Aviral Jain, director at Duff & Phelps.

“Like in the case of any product or service brand, a brand ambassador’s value goes up with better performance. Better performance means greater number of eyeballs, greater awareness and increase in acreage in print (coverage),” added Kiran Khalap, co-founder, Chlorophyll Brand and Communications Consultancy.

Apart from his batting, Kohli has been good with his investments as well. He has stakes in different sports leagues, has a chain of gyms (Chisel) and a fashion label as well (Wrogn).