Test retirement unlikely to impact Virat Kohli's sky-high brand value

The retirement from Tests earlier this week may leave Virat Kohli with only the ODI format and the IPL to play, but it’s unlikely to cast any shadow on his brand value, according to insiders in the industry.

The former Indian captain’s estimated net worth in 2025 stands at over Rs 1050 crore (approx. $125 million), according to Forbes, a figure built on a solid foundation of cricket earnings, lucrative endorsements and business ventures.

The rise of Kohli as arguably the most influential cricketer in the past decade coincided with his status as the most marketable athlete of the country — placing him at par with Bollywood heavyweights like ShahRukh Khan and Ranveer Singh.

Only in late 2024 did he part ways after many years with Cornerstone, the celebrity and event management company headed by his friend Bunty Sajdeh, moved to a new company Sporting Beyond.

Announcing the new tie-up with the company, co-founded by former Indian head coach Ravi Shastri, Kohli wrote on his social media handle: ‘’The team at Sporting Beyond shares my goals and my values of transparency, integrity and a love for the sport, in all it’s forms. This opens a new chapter for me as I look forward to my partnership with my new team, who will be working with me on all of my business interests.’’

Tuhin Mishra, Baseline VenturesHowever, in case of brands like a (Sachin) Tendulkar, (Mahendra Singh Dhoni) or Kohli, it does not matter whether they are retired or not. Kohli stays very much relevant as he will continue to play the 50 overs game and the IPL for at least another couple of years

Now that Kohli’s face will not be a part of the World Test Championship (WTC) build-up or the next T20 World Cup — to be co-hosted by India and Sri Lanka — it will no doubt affect his visibility on the cricket field.

‘’However, in case of brands like a (Sachin) Tendulkar, (Mahendra Singh Dhoni) or Kohli, it does not matter whether they are retired or not. Kohli stays very much relevant as he will continue to play the 50 overs game and the IPL for at least another couple of years. I, for one, don’t see the demand for him dipping though the valuation may differ in due course,’’ remarked Tuhin Mishra, co-founder and managing director of Baseline Ventures, which manages a clutch of top Indian athletes across disciplines.

Speaking to National Herald, Mishra said that the way Kohli has developed his brand as a global athlete has been simply awe inspiring. ‘’Despite being a cricketer, an essentially Commonwealth sport, he has the third-highest Instagram following after Cristiano Ronaldo and Leo Messi. A great deal of his followers must be drawn from his fans in the Subcontinent and that explains his reach,’’ the sports management entrepreneur said.

The latest figures present him as the most-followed Asian athlete at 270 million, vs Ronaldo (638 m) and Messi (504m).

Leaving aside his earnings from a BCCI A+ contract of Rs 7 crore annually, fees for Tests till date (Rs 15 lakh per match), ODIs (Rs 6 lakh per match) and the IPL — where his contract with Royal Challengers Bangalore now stands at Rs 21 crore per season — it’s his endorsement folio which rakes in the mega bucks. And that portfolio is both extensive and varied — ranging from sportswear giants like Puma to consumer goods companies such as MRF Tyres and Blue Star.

Kohli became the first Indian cricketer to sign a Rs 100-crore deal with Puma, while his longstanding partnership with MRF Tyres, renewed in 2017 for Rs 100 crore over eight years, further exemplifies the trust brands place in his influence. His other notable associations are Audi, Myntra, Tissot, Boost, Head & Shoulders, Pepsi, Nestle, Colgate and Reebok.

Beyond endorsements, Kohli has also diversified his interests as he is the co-owner of the Indian Super League football team FC Goa, invested in the fitness chain Chisel and launched the fashion brand WROGN. In addition, Kohli’s investments in start-ups like Digit Insurance and the plant-based meat company Blue Tribe have also made news in recent times.

As and when he is done with the game, Kohli will certainly have enough on his plate to keep him busy.