Virat Kohli's recent Rs40 crore investment in Agilitas is an example of how India's cricket icons are keeping themselves relevant even after winding up their playing career
Of the many epithets that Rahul Dravid has earned, one stands out for having little to do with his illustrious career, first as a player and then a coach. ‘Indiranagar ka Gunda’ is hardly how neighbours would remember the mild-mannered cricketer from his growing-up years in Bengaluru. Yet, thanks to a viral commercial—where Dravid famously loses his cool in a traffic gridlock—the phrase has stuck to the World Cup-winning coach almost as firmly as his more fitting monikers: The Wall and Mr Dependable.
Cricketers delivering iconic punchlines for brands isn’t new. Generations have grown up on Kapil Dev proclaiming ‘Palmolive da jawab nahi’, or Sachin Tendulkar identifying ‘Boost is the secret of my energy’. Dravid himself has featured in a rash of ads during his playing years. But the one that earned him a sobriquet to match those of his playing years came in 2021, a decade after his career came to an end. In fact, in the last four years or so, the 52-year-old has seen a resurgence in his brand recall, with 20-odd brands onboarding him despite zero social media presence.
And he isn’t the only one. Nearly 12 years after he wrapped up his innings in his 200th Test match in Mumbai, Tendulkar continues to be the face of 25 brands, commanding a premium of around Rs5-6 crore per day; former captain Sourav Ganguly has 42 in his portfolio, while Mahendra Singh Dhoni and Virat Kohli have 45 each. Retired cricket legends in India are far from fading out, they’re playing their second innings with aplomb.
“These legends remain highly valued by brands well beyond retirement due to their legacy of excellence, clean public image, and the deep emotional capital they carry with fans across generations. They’ve transitioned from athletes to enduring brand platforms, offering credibility and a demographic appeal that few contemporary celebrities can match,” says Harsh Talikoti, director, financial and valuation advisory of Houlihan Lokey, a global investment bank.
Kohli, who has now retired from two out of three formats of the game, recently ended his eight-year association with sportswear brand Puma and moved to sporting goods manufacturer Agilitas (launched in 2023 by former Puma India MD Abhishek Ganguly), where he isn’t just the brand ambassador, but has also invested a reported Rs40 crore as the first tranche. By putting his skin in the game and scaling up his bouquet of investments, Kohli, the most marketable cricketer of his era with a valuation of $227.9 million (Kroll Celebrity Valuation report), will look to ensure his brand equity stays alive way beyond his playing years.