Top Story

e4m_logo.png

Home >> Marketing >> Article

With Rs 100 crore endorsement deals, Kohli inherits Tendulkar’s legacy off-field too

29-March-2016
Font Size   16
With Rs 100 crore endorsement deals, Kohli inherits Tendulkar’s legacy off-field too

Virat Kohli has a striking resemblance with the legendary Sachin Tendulkar when it comes to on field performance and the off field brand endorsement deals.

A few years after Tendulkar’s retirement, Kohli has treaded on a similar path. He endorses the same brands that the master blaster did in his younger days, Kohli signed an estimated 10 crore per annum deal with Adidas in 2014 and a deal worth Rs 6.5 crore with MRF, both the brands were previously endorsed by Tendulkar.

The similarity is not limited to the brand endorsements alone, Kohli has also started investing in ventures like co-owning of ISL to co-owning a fitness chain and being a part of a sports start up venture based in London.

While Tendulkar featured in various endorsements throughout his career but the one he acted in for Pepsi could be the easiest to recall. Incidentally Kohli is following his idol and currently endorses the aerated beverage.

“Boost is the secret of my energy”, were the popular lines that Tendulkar echoed when Kohli was probably a young boy and aspired to be like Tendulkar, little did he know he would endorse it someday.

The other brands that Kohli endorses which Tendulkar endorsed earlier include: Smaash, Tissot and TVS while names like Herbalife, Nitesh Estates, Audi, Vicks, USL, and Colgate are some other brands that Kohli endorses.

Investments

We know about Tendulkar’s investment ventures from the days he invested in the restaurant business till the recent ‘True Blue’ apparel launched by him. Likewise, Kohli has his own interests and has his hands full with various ventures he has invested in. One of his latest ventures is the social networking start-up called 'Sport Convo'. The venture has stirred up interest in Europe with Welsh Footballer Gareth Bale, who is also an ardent cricket lover coming out to support this venture.

Sport Convo is the second investment for Kohli after his backing of FC Goa in the Indian Super League.  Kohli is known to be a football fan and decided to be a part of the ISL with its inception, it was later announced that Kohli would co-own FC Goa. The team is owned by Goan FC Pvt. Ltd, which also incudes names like Venugopal Dhoot, Virat Kohli, Dattaraj Salgaocar and Shrinivas Dempo.

Other than these investments Kohli also co-owns Chisel Fitness (gym) in association with Franchise India, Wrogn a clothing line, UAE Royals the Dubai Tennis Team of IPTL, Bengaluru Yodhas a JSW owned Pro Wrestling League team.

Total Worth

According to Forbes Magazine, in 2012 Tendulkar ranked #78 among the world’s highest paid sports persons, in 2013 he ranked higher at #51 and in 2014 post his retirement dropped out of the 100.

Tendulkar’s brand value (sum of his earnings from all endorsements) reportedly declined from an estimated Rs 120 crore at the end of 2013 to Rs 75 crore in 2014.

Kohli on the other hand hasn’t featured in a Forbes list yet like his teammates Tendulkar and M S Dhoni. As of 2016 it is estimated that Kohli comfortably earns over Rs 100 crore and might soon be another Indian cricketer to rank in the coveted Forbes highest paid list.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...