Cricket in India is more than just a sport—it’s a religion, a cultural phenomenon, and a massive economic engine. The country’s top cricketers, such as Virat Kohli, MS Dhoni, and Sachin Tendulkar, are not just athletes but global icons whose influence transcends the boundaries of the cricket field. Recently, former India head coach Ravi Shastri offered a jaw-dropping insight into the earnings of these superstars, revealing figures that underscore their status as some of the wealthiest athletes in the world. In a candid conversation on the Stick to Cricket podcast with former England captain Michael Vaughan, Shastri disclosed that players like Kohli, Dhoni, and Tendulkar earn “upwards of 100 crores” annually, a figure that translates to approximately 10 million pounds. This article delves into the financial empire of India’s cricketing giants, exploring how their on-field brilliance, off-field charisma, and brand endorsements have made them household names and multi-millionaires.
The Financial Powerhouse of Indian Cricket
Cricket in India enjoys a fanbase that is unparalleled in its passion and scale. With a population of over 1.4 billion, the country provides a massive market for brands looking to capitalize on the sport’s popularity. The Indian Premier League (IPL), international matches, and domestic tournaments create a year-round cricketing spectacle that draws millions of viewers, both in stadiums and on screens. This massive viewership translates into substantial revenue streams for players, particularly through endorsements, sponsorships, and match fees.
Ravi Shastri’s revelation that top Indian cricketers earn upwards of 100 crores annually (approximately 10 million pounds) highlights the financial magnitude of cricket in India. While match fees and central contracts with the Board of Control for Cricket in India (BCCI) form a significant portion of their income, it is the endorsement deals that propel these players into the stratosphere of wealth. Shastri noted that stars like Kohli, Dhoni, and Tendulkar could shoot “15-20 ads per day” during their prime, underscoring the relentless demand for their time and image.
The Endorsement Juggernaut
The endorsement market in India is a goldmine for cricketers. Brands from diverse sectors—ranging from automobiles and sportswear to FMCG (fast-moving consumer goods) and technology—vie for the attention of cricket’s biggest stars. Kohli, Dhoni, and Tendulkar have been the faces of countless campaigns, leveraging their on-field success and off-field charm to build personal brands that resonate with millions.
Virat Kohli: The Modern-Day Marketing Titan
Virat Kohli, often regarded as one of the greatest batsmen of all time, is a marketing juggernaut. His aggressive playing style, fitness regimen, and charismatic personality have made him a favorite among brands. Kohli endorses a wide array of products, including Puma, Audi, MRF Tyres, Tissot, and Wrogn, his own fashion brand. His social media presence, with over 200 million followers on Instagram alone, amplifies his marketability, making him one of the most influential figures in global sports.
Shastri’s comment about shooting 15-20 ads per day paints a vivid picture of Kohli’s packed schedule during his prime. Each endorsement deal can fetch anywhere from 1 to 5 crores per campaign, depending on the brand and the scope of the advertisement. For instance, a year-long deal with a major brand like Puma could involve a single day of shooting but yield crores in revenue, as Shastri explained: “They’ll do an ad for a year and give us a day.” Kohli’s ability to balance his cricketing commitments with his endorsement obligations showcases his discipline and business acumen.
MS Dhoni: The Evergreen Icon
MS Dhoni, fondly known as “Captain Cool,” is another cricketing legend whose endorsement portfolio is nothing short of spectacular. Even after retiring from international cricket, Dhoni remains a beloved figure, with brands eager to associate with his calm demeanor and leadership legacy. Dhoni endorses products ranging from Pepsi and Reebok to Gulf Oil and Dream11, a fantasy sports platform. His role as a mentor for the Chennai Super Kings (CSK) in the IPL further enhances his visibility and marketability.
Dhoni’s appeal lies in his relatability and authenticity. Unlike many modern athletes, he hails from a small town (Ranchi), and his journey to cricketing stardom resonates with millions of Indians. This narrative has made him a favorite for brands targeting both urban and rural markets. Shastri’s estimate of 100 crores in annual earnings for Dhoni is bolstered by his ability to command high fees for endorsements, even in the later stages of his career. His continued association with CSK and his strategic investments in startups and sports ventures further solidify his financial empire.
Sachin Tendulkar: The God of Cricket
Sachin Tendulkar, often referred to as the “God of Cricket,” set the benchmark for cricketing stardom in India. During his prime, Tendulkar was the face of brands like Pepsi, Adidas, Canon, and MRF, among others. His universal appeal—rooted in his humility, consistency, and unmatched cricketing records—made him a brand manager’s dream. Even after retiring from cricket in 2013, Tendulkar continues to endorse products and remains a prominent figure in the cricketing world through commentary and philanthropy.
Shastri’s reference to Tendulkar “in his pomp” highlights the peak of his career, when he was juggling international matches, domestic tournaments, and a barrage of endorsement deals. Tendulkar’s ability to shoot multiple ads in a single day was a testament to his efficiency and popularity. His earnings, like those of Kohli and Dhoni, were driven by the sheer volume of endorsement opportunities, with brands willing to pay top dollar for his endorsement.
The Role of the IPL
The Indian Premier League has been a game-changer for cricketers’ earnings. Launched in 2008, the IPL transformed cricket into a high-stakes, glamorous spectacle, attracting global talent and massive corporate investment. Players like Kohli and Dhoni command astronomical salaries in the IPL, with teams bidding fiercely to secure their services. For instance, Kohli has been retained by Royal Challengers Bangalore (RCB) for sums exceeding 15 crores per season, while Dhoni’s association with CSK has earned him similar figures.
The IPL also amplifies players’ endorsement potential. The tournament’s massive viewership—hundreds of millions watch each season—makes IPL stars highly visible, increasing their appeal to brands. Additionally, the IPL’s short format and fast-paced nature allow players to dedicate time to endorsements during the off-season, further boosting their income.
The BCCI’s Contribution
The BCCI, one of the richest cricket boards in the world, plays a significant role in players’ earnings. Top players like Kohli and Dhoni are awarded Grade A+ contracts, which reportedly pay around 7 crores annually. These contracts cover match fees, retainers, and bonuses for performances in international tournaments. While these sums are substantial, they pale in comparison to endorsement earnings, which form the bulk of a top cricketer’s income.
The BCCI’s financial muscle also extends to organizing high-profile tournaments and securing lucrative broadcast deals, which indirectly benefit players by increasing their visibility and marketability. The board’s ability to attract sponsors like Paytm, Star Sports, and Dream11 ensures that cricket remains a cash-rich sport in India.
The Global Context
While cricket may not enjoy the global reach of sports like football or basketball, its dominance in India—a country with a fifth of the world’s population—makes it a financial powerhouse. Shastri’s comparison of 100 rupees to one pound simplifies the math but underscores the staggering sums involved. For context, 10 million pounds is comparable to the earnings of top footballers like Neymar or basketball stars like LeBron James, but Indian cricketers achieve these figures primarily through endorsements rather than salaries.
The global appeal of Kohli, Dhoni, and Tendulkar also sets them apart. Kohli, for instance, is a global ambassador for Puma and Audi, brands with a presence far beyond India. Dhoni’s association with Gulf Oil and Dream11 has international dimensions, while Tendulkar’s legacy continues to attract global brands. This global reach, combined with India’s massive domestic market, creates a unique financial ecosystem for these cricketers.
The Time Crunch
Shastri’s comment about the lack of time—“There is no time”—highlights the intense schedules of these cricketing superstars. The modern cricket calendar is packed with international matches, IPL seasons, and domestic tournaments, leaving little room for additional commitments. Yet, players like Kohli, Dhoni, and Tendulkar have mastered the art of maximizing their endorsement opportunities within these constraints.
For instance, shooting 15-20 ads in a single day requires meticulous planning and efficiency. These shoots often involve multiple brands, locations, and creative teams, all vying for a slice of the player’s time. The ability to juggle these commitments while maintaining peak performance on the field is a testament to their professionalism and work ethic.
The Future of Cricketing Wealth
As cricket continues to grow in India, the earnings of top players are likely to increase further. Emerging stars like Yashasvi Jaiswal, Rishabh Pant, and Jasprit Bumrah are already commanding significant endorsement deals, though they may not yet match the scale of Kohli or Dhoni. The rise of digital platforms like Dream11 and fantasy sports has created new avenues for cricketers to monetize their fame, while social media has amplified their reach.
Moreover, the BCCI’s focus on expanding women’s cricket, through initiatives like the Women’s Premier League (WPL), is likely to create new financial opportunities for female cricketers. Players like Smriti Mandhana and Harmanpreet Kaur are already endorsing major brands, signaling a shift toward greater gender parity in cricketing wealth.
The Cultural Impact
The wealth of India’s cricketing icons is not just a financial story—it’s a cultural phenomenon. Kohli, Dhoni, and Tendulkar are role models for millions, embodying the aspirations of a nation. Their success has inspired countless young Indians to take up cricket, while their endorsement deals have shaped consumer behavior. From sportswear to soft drinks, the products they endorse often see a surge in sales, underscoring their influence.
Their wealth also reflects India’s economic growth. As the country’s middle class expands and disposable incomes rise, brands are willing to invest heavily in cricketers who can connect with this demographic. The symbiotic relationship between cricket, commerce, and culture has created a virtuous cycle that continues to propel the sport’s popularity.
Looking Ahead
Ravi Shastri’s revelation about the earnings of Virat Kohli, MS Dhoni, and Sachin Tendulkar offers a glimpse into the financial empire of India’s cricketing giants. With annual incomes exceeding 100 crores, these players have redefined what it means to be a sports star in India. Their wealth, driven by a combination of match fees, IPL salaries, and lucrative endorsements, reflects the unique status of cricket in the country. As the sport continues to evolve, the financial success of its top stars will likely reach even greater heights, cementing their legacy as not just cricketing legends but global icons of wealth and influence.
