Virat Kohli has been the most impressive man on the cricket field in the past 365 days. Rohit Sharma and Australian skipper Steve Smith can be the occasional exceptions on their best days. Else, 2017 may simply be termed as the VIRAT YEAR for the world cricket and Indian sports.
The man has dwarfed adjectives and created headlines in the cricket and business world with a certain degree of consistency. His achievements in the commercial space have been as path-breaking as the magic his willow has weaved to create the maximum numbers of batting records, across all formats of the game. While a lot is said and stated about the VIRAT MAGIC in batting and captaincy, insideport.co shares with the readers the KOHLI CHARISHMA IN COMMERCIAL world.
₹ 100 CRORE SIGNINGS
PUMA (₹ 100 CRORE): Kohli has taken the Celebrity Brand Endorsement World by storm with his ₹ 110 crore endorsement deal with the European sportswear multinational PUMA. The deal announced in February was the first ₹ 100 crore endorsement agreement between a brand and an Indian sportsperson. Sachin Tendulkar and Mahendra Singh Dhoni in the past had executed ₹ 100 crore agreements with their brand managers. None of those deals were with a single brand.
The Puma association put Kohli in the Company of Jamaican sprinters Usain Bolt and Asafa Powell, and footballers Thierry Henry and Oliver Giroud – the celebrity ambassadors of the German brand.
MRF(₹ 100 CRORE): In three months’ time Kohli established beyond doubt that his ₹ 110 crore signing with Puma was no exception. The Team India skipper in June extended the contract to carry the brand name on his bat for eight years for reportedly more than ₹ 100 crores.
LONE IN ₹ 100 CRORE CLUB
Kohli in spite of a marginal decline in his aggregate earnings over the previous year remained the only India athlete to break the ₹ 100-crore revenue barrier in 2017. Sachin Tendulkar, MS Dhoni, and PV Sindhu are the only other Indian sportspersons to earn more than ₹ 50 crores during the year.
FORBES’ TOP 100: The success for run-machine garnered global recognition was not just confined to the boundaries of playfields. In Forbes’ top 100 sports brands report for 2017, Kohli is the only cricketer and Indian. With $ 22 million aggregate revenues during the study period, Kohli earned a global 89th position in the prestigious list headed by Portuguese and Real Madrid football icon Christiano Ronaldo.
The report has described Kohli as the “Indian cricket phenom” and added that the sports star has “for good reason” already drawn comparisons to all-time great Sachin Tendulkar.
AHEAD OF SHAH RUKH: Kohli has dethroned Shah Rukh Khan as India’s top-ranked celebrity brand in the latest Duff and Phelps report – for the first time ever since the rating agency has started publishing its rankings two years ago.
Duff & Phelps report titled Rise of the Millennials: India’s Most Valuable Celebrity Brands’ has rated the overall brand value of the top 15 celebrities in India at $712 million.
Kohli tops the list with a brand value of $144 million, followed by Shah Rukh Khan ($106 million), Deepika Padukone ($93 million), Akshay Kumar ($47 million) and Ranveer Singh ($42 million).
HIGHEST PAID INDIAN ICON: Kohli with a ₹ 5crores per day price tag for commercial appearance is also the highest paid brand icon in India. The top five include Dhoni, Shah Rukh and Aamir Khan in the joint second position for their per day value of ₹ 3.5 crores with badminton princess PV Sindhu in the No. 5 position as the most expensive female brand icon.
VALUE CONVERSION FOR BRANDS: A Hookit study, exclusively for Forbes on the world’s biggest sports stars, has rated Kohli among the top 10 athletes in media value conversion for brands. The report reveals that during the study period, Kohli made 62 social media posts with a sponsor logo and helped the brands garner around $31.1 million by getting 344,929 interactions on those posts. The numbers place, India’s biggest brand icon at No. 8 position in the elite company of the likes of Ronaldo, Neymar Jr, Usain Bolt and Gareth Bale.
ESPN WORLD FAME 100: In the ESPN’s hall of fame having the best of the world’s best 100 athletes. The study has taken into consideration a players’ brand value based up his endorsement deals, and social media strength. Kohli’s endorsements run into US$ 17.4 million with 13.4 m follower on Instagram, 33.9 m on Facebook and 13.9 m on Twitter. Although, his position has moved down from the 8th to 13th, he remains cricketer No. 1 in the list. Dhoni comes next at the No. 14 position.
BETTER THAN MESSI: Virat is not just the only cricketer in Forbes’ Top Ten sports icons in terms of brand value, he is also placed ahead of Messi in the chard headed by tennis legend Lionel Messi. The study has put Kohli in the No. 1 position with a brand value evaluation of $ 14.5 million.
SOCIAL MEDIA ICON
YAHOO: The 28-year-old was the most searched Indian sports person the web search engine Yahoo for Year 2017. He also turned out to be the only sportsperson in Yahoo’s 10 most searched Indians’ list, headed by Prime Minister.
OUTPACES PM: On Twitter Kohli outpaced the most followed Indian – Narendra Modi – for growth rate of followers. The fan following for Kohli on Twitter has grown by an amazing 61%. This is a handsome 9% lead over Prime Minister Narendra Modi, the most followed Indian on twitter with a 37.5 million fan base and a 52% growth rate.
Interestingly enough, in a year of record brand deals, Kohli has also made news for declining to extend his tie-up with carbonated, sweetened drink brand Pepsi. He felt it was not appropriate to promote a product he himself does not consume, purely for health reasons.
Besides, the serial entrepreneur Kohli has also launched two more brand – Nueva, a restaurant in Delhi and sportswear range One8 – during the year 2017. He had tied up with innerwear brand Lux for the One8 undergarments and sleepwear range.
The WEDDING OF THE YEAR as Virat-Anushka tied the knot at a heritage resort in Italy’s Tuscany region is the perfect icing on the cake to sum up the Virat domination story of 2017.