Kohli Retires From Tests Too, But Ad Dominance To Remain

Presence in ODIs and the IPL Will Keep Him in the Public Eye and Help Retain His Brand Value

- Varuni Khosla

Virat Kohli may have signaled the beginning of his farewell from international cricket with his decision to quit Tests almost a year after he retired from T20Is, but his commercial dominance is far from over, believe brand experts.

Despite stepping away from two key formats, Kohli's stature as a global sports icon and brand ambassador is likely to remain unshaken in the near term as one-day internationals (ODIs) and the Indian Premier League (IPL) will keep him in the public eye.

Kohli's brand "will have a longer shelf life compared to a few other cricketers" because of his far-reaching influence, according to some brand consultants, who added that he is a 'superstar' brand like Amitabh Bachchan, the Khans, Sachin Tendulkar and M.S. Dhoni.

"Kohli's brand value remains intact in the short to medium term as he continues to play in ODIs and the IPL. His brand will have a longer shelf life compared to a few other cricketers due to his transformative impact on cricket globally," said Harsh Talikoti, director of corporate valuation advisory services at independent investment bank Houlihan Lokey.