India's T20 Victory and Kohli-Sharma Retirement Spark Brand Value Debate

India's T20 World Cup Triumph Marked by Rohit Sharma and Virat Kohli's Retirement

As India celebrated its T20 World Cup victory after a 13-year wait, the news was bittersweet for cricket fans. Rohit Sharma and Virat Kohli, two of India's most iconic players, announced their retirement from international T20 cricket. While the nation rejoiced in the team's triumph, there was an undercurrent of sadness as fans bid farewell to these cricket legends.

The retirement of these superstars has sparked a debate on their future brand value. Industry experts are divided on whether Sharma and Kohli's departure from T20 Internationals will enhance or diminish their marketability. Aviral Jain, Managing Director at Kroll, is optimistic. He predicts a double-digit increase in their brand portfolios, estimating a 15-20% boost in endorsement fees. "This shall lead to a double-digit percentage increase in their brand portfolios, and the endorsement fee levels may also get a push. Overall, a 15-20% jump can be easily expected," Jain stated.

Recent celebrity brand valuation reports highlight Kohli's dominance in the endorsement space. Kohli has reclaimed the top spot as India's most-valued celebrity with a brand value of $227.9 million. Sharma, meanwhile, holds the 18th rank with a valuation of $41 million. This underscores their significant presence in the market, despite the impending changes in their careers.

Brand Endorsements on the Rise

Chandramouli, CEO of TRA Research, shares Jain's optimism. He believes that the World Cup victory will further bolster Sharma and Kohli's brand value, attracting even more endorsements. "After such a wonderful achievement, the two will only increase their brand value, and therefore they're going to see many more companies coming to them," Chandramouli asserted. He views the victory as a legacy-defining moment, especially for Sharma as captain and Kohli, who had faced criticism over their performances. By overcoming these challenges, they have solidified their reputations.

Chandramouli also emphasizes the personal appeal of both players. He suggests that their charismatic personalities and life attitudes will continue to draw fans. "Even those who were perhaps sitting on the fence, or perhaps a little bit on this side, will also join the bandwagon of the fandom now. We will only see the popularity increase because of not just their performance, but the attitude to life which they both carry," he added.

Minimal Impact from T20 Retirement

Conversely, Lloyd Mathias, a business strategist and investor, offers a more cautious view. He notes that while sports stars generally have a shorter brand lifespan than movie stars, there are notable exceptions. Sachin Tendulkar and Mahendra Singh Dhoni, for example, maintain high brand values years after retirement. Mathias believes Sharma and Kohli's brand values will not decline immediately, as they continue to play in ODIs, Test cricket, and IPL. "In the case of Rohit Sharma and Virat, it is premature to say anything as they have retired only from the T20 international format. They will both continue to play the ODIs, Test cricket, and IPL. I don’t see any immediate fall in either of their brand values. If anything, it might rise in the wake of the euphoric win in the T20 World Cup," Mathias explained.

Potential Decline in Brand Value

On the other hand, Sandeep Goyal, Managing Director of Rediffusion Brand Solutions, takes a more critical stance. He suggests that retirement can lead to a decline in brand value. "When cricketers are on the verge of retirement, two things happen. One, a lot of clients will say, ‘We think it is good enough to invest for the next one or two years and then retire.’ Two, the type of brands that want to advertise with cricketers will change over time," Goyal noted.

He points out that while winning the World Cup is a significant achievement, it doesn't necessarily guarantee an increase in brand value for Kohli and Sharma. Both players are already heavily endorsed, with 20-30 brands each. The shift away from the popular T20 format may negatively impact their brand value. "While they may have won the World Cup, it doesn't necessarily mean that Kohli and Sharma may positively get impacted by the victory," Goyal added. He highlights that as they near saturation, their ability to secure new endorsements may diminish.

The retirement of Rohit Sharma and Virat Kohli from international T20 cricket marks the end of an era. While opinions on their future brand value vary, one thing is certain: their legacy and impact on Indian cricket will endure.