Virat Kohli and MS Dhoni. The two of the three biggest names in Indian cricket and marketing of cricketers along with the now all-format India captain Rohit Sharma. Brands run behind them and offer them money of their choice to sign a deal with them and endorse their products.
While Dhoni has retired from international cricket and Kohli is an active international cricket, both the stalwarts have seen their brand valuation go in opposite directions.
According to a report in TimesofIndia, Kohli’s brand valuation has plunged from around $238 million in 2020 to $186 million in the year 2021. Now, this drop in Kohli’s stocks came in the aftermath of him not being the captain of India or RCB anymore. Kohli had stepped down as India’s T20I and RCB’s skipper while he was removed as the ODI captain by the board; earlier this year, then, Kohli relinquished his Test captaincy too.
However, though, Kohli’s brand valuation has taken a nosedive in the latest countings, the former India and RCB captain remains at the numero uno position as India’s top celebrity endorser for the fifth consecutive time.
The report then shifted focus to the former Chennai Super Kings captain, MS Dhoni, who had led the franchise to their fourth IPL title last year. Dhoni’s brand value has seen an increase.
“There were rumours that Dhoni quit the Indian Premier League (IPL). But he turned it around by taking Chennai Super Kings (CSK) to a win and transitioning to the role of a mentor for the national team. Dhoni has become a timeless brand similar to Sachin Tendulkar,” Aviral Jain, MD, Duff & Phelps (A Kroll Business) told TOI.
Harish Bijoor, the founder of Harish Bijoor Consults, explained in this regard: “Brand value is directly proportional to eyeballs, focus and the chemistry the brand is able to create among its users and fans. More so in the case of a persona brand from the world of cricket.”
“Kohli’s brand valuation is down. It is bound to be. He no longer sports the India captain’s cap. He no longer bears the RCB mantle, as well. New names occupy these positions today. As each of them deepen their brand valuation, Kohli will weaken his. It’s all part of the game. Part of the game is called branding!,” Bijoor added.
Faf du Plessis was given RCB’s captaincy while Dhoni stepped down as CSK skipper just ahead of IPL 2022, naming Ravindra Jadeja as his successor.
