Virat Kohli’s brand valuation plunges to $186 million, MS Dhoni’s jumps to $61 million – Times of India


NEW DELHI: Indian cricketer, Virat Kohli’s brand valuation has taken a pummeling, dipping from around $238 million in 2020 to $186 million in 2021. The star batter, however, retained his spot as India’s top celebrity endorser five years in a row.
In contrast, MS Dhoni’s brand valuation jumped to $61 million during the period as the former Indian skipper effortlessly slipped into the list of the top five celebrity brand endorsers in India.
“There were rumors that Dhoni quit the Indian Premier League (IPL). But he turned it around by taking Chennai Super Kings (CSK) to a win and transitioning to the role of a mentor for the national team,” Aviral Jain, MD, Duff & Phelps (A Kroll Business) told TOI. “Dhoni has become a timeless brand similar to Sachin Tendulkar.”
While the wicket keeper batter saw an increase in the number of brand endorsements and fees in 2021, his former teammate Kohli suffered on two fronts: lackluster batting form on the field and a string of controversies as he relinquished captaincy in all formats of the game.
“Brand value is directly proportional to eyeballs, focus and the chemistry the brand is able to create among its users and fans. More so in the case of a persona brand from the world of cricket,” said Harish Bijoor, founder, Harish Bijoor Consults. “Kohli’s brand valuation is down. It is bound to be. He no longer sports the India captain’s cap. He no longer bears the RCB mantle, as well. New names occupy these positions today. As each of them deepen their brand valuation, Kohli will weaken his. It’s all part of the game. Part of the game is called branding!”
While Kohli retained the top position in rankings , Bollywood actor Ranveer Singh ($158 million) jumped a spot to the number two spot in 2021 and Akshay Kumar ($140 million) climbed down to the third spot.
“Gangubai Kathiawadi” actor Alia Bhatt ($68 million), took the number four spot by displacing Shah Rukh Khan and became the most valued female celebrity in 2021, showed the latest celebrity brand ranking report by Duff & Phelps (A Kroll Business).
Amongst other sports celebrities, Olympic silver medalist PV Sindhu ($22 million) ranked number 20. The overall brand value of the top 20 Indian celebrities in 2021 is estimated at $1.2 billion, an increase of nearly 13% from last year.
The cumulative number of product brand endorsements by the top 20 celebrities increased to 376 in 2021, said Duff & Phelps, reflecting recovery and growth from 357 product brands in 2020. This growth was driven by endorsements in new age companies that grew to about 12% of the total endorsements. Further, this represented a CAGR of 8.4% over the last five years growing from 272 product brands in 2017.


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