Why beverage brands keep backing cricketers — and why Vaibhav Sooryavanshi is the new face

If you look at advertising in India over the years, one thing is very clear that beverage and health drink brands almost always find their way to cricketers. It’s not a coincidence.

At a basic level, the match makes sense. These brands sell energy, stamina, and strength. Cricket, especially at the highest level, is all about endurance, focus, application and performance under pressure. So, when a cricketer talks about energy or fitness, people tend to believe it more easily.

That’s why names like Sachin Tendulkar, M. S. Dhoni and Kapil Dev stayed associated with brands like BOOST for years. Even today, those associations are remembered. It’s not just about performance but actually it’s all about that element of  trust that gets built over a period of time.

Add to that the reach of cricket in India humongous. With the Indian Premier League, players are constantly in front of millions. A few good knocks, and suddenly a young cricketer is everywhere—TV, social media, conversations. For brands, that kind of visibility is hard to match.

Betting on Youth: Smart Move or Risky Call?

What has changed in recent years is the timing. Earlier, brands would wait. A player had to prove himself over seasons before getting big endorsements. Now, that wait is getting shorter as brands have no patience. Make hay while the sun shines is what they look for.

Brands are picking players much earlier in their careers. The thinking is simple—get in before the player becomes too big and too expensive.

But this approach doesn’t always work. Take Prithvi Shaw. After his Under-19 success, he looked like the next big thing. Naturally, brands rushed in. Protinex signing him made complete sense at that time. But cricket doesn’t always follow expectations. His form dipped, and over time, the association faded.

That example still lingers whenever a young player is signed early. It’s a reminder that potential and performance are not always the same thing.

Enter Vaibhav Sooryavanshi

Now we have Vaibhav Sooryavanshi, just 15, already creating buzz with Rajasthan Royals in the IPL.

What stands out is not just his performance, but how quickly he has entered the endorsement space. His association with Complan feels interesting because, unlike many other deals, this one actually fits well.

Complan has always spoken to kids and parents on growth, nutrition, development. Vaibhav, because of his age and stage, represents exactly that phase. He’s not the finished product yet. He’s still growing, still learning, still building his game. In a way, that makes the messaging more credible.

Why He Works for Brands Right Now

There are a few reasons why brands would feel confident about signing him so early.

First, he doesn’t look like a one-match wonder. Over a period of time, he has shown enough consistency to stay in the conversation. That matters more than one big innings.

Second, his style of play is aggressive. Today’s audience enjoys attacking cricket. Brands also prefer players who bring excitement, not just stability. He fits that mould.

Then there’s his role. As an opener, he is almost always in the spotlight from the first over. If he gets going, he dominates the screen time. For a brand, that visibility is extremely valuable.

And finally, his age is a big factor. Young fans see someone like him and feel that connection instantly. He looks like someone they can become, not someone far removed from them. For an aspiring young cricketer he comes as good role model.

The Business Side of It

There’s also a simple financial angle here. Signing a player early is cheaper.

If Vaibhav continues to perform and becomes a bigger name, his endorsement value will rise quickly. By associating with him now, brands are basically investing in that future.

It’s similar to buying a stock early. If it grows, the returns are huge. If it doesn’t, you move on. But generally in cricket most talented young cricketers in India have succeeded and played a long innings which is what most brands want.

So, Is It Too Early?

This is where opinions can differ.

On one hand, you could say yes—it is early. A player still finding his footing should focus only on cricket. Endorsements can be distracting, and expectations can build too quickly.

On the other hand, this is how modern sports works now. Visibility comes early, opportunities come early, and brands don’t want to miss the bus.

In Vaibhav’s case, the risk feels slightly balanced because the brand fit is strong. It’s not a random endorsement. It connects with who he is right now.

Finally, what this means for Brands?

Cricket in India will always drive advertising, especially for categories like beverages and health drinks. That’s not going to change fast.

What is changing is how early brands are willing to place their bets.

Vaibhav Sooryavanshi is one such bet. It could turn into a long-term success story, or it could go the other way. But from a marketing point of view, the logic behind the decision is quite clear.

In the end, it’s a mix of timing, instinct, and a bit of risk—just like cricket itself.