Virat Kohli to Continue to Rule Ad World Despite Retirement from Tests, T20Is

Introduction: When Retirement Doesn't Mean Retreat

Virat Kohli—India's most bankable cricketer and arguably its biggest sporting icon—may have stepped away from the whites of Test cricket and the firecrackers of T20 Internationals, but his commercial innings is far from over. In fact, industry insiders and brand analysts believe the retirement may sharpen, not dull, Kohli’s brand power.

In an era where celebrity influence transcends performance and permeates lifestyle, identity, and values, Kohli’s image has evolved into a cultural brand—one that still resonates deeply with millennials, Gen Z, and even corporate India.

Kohli's Retirement Timeline: A Recap

To put things in context, Virat Kohli officially retired from T20Is in June 2024, following India’s triumphant T20 World Cup win. He had earlier stepped down from Test captaincy in early 2022 and has now made it official that he’s retired from Test cricket entirely in 2025.

Yet, Kohli continues to play One Day Internationals and franchise cricket (IPL), retaining his on-field presence while recalibrating his commitments off the field.

This partial transition has actually widened his appeal as a versatile, mature, and legacy-driven icon, as he now has more time for his business ventures, philanthropy, and—crucially—his sponsors.

Brand Kohli: Still the King of Endorsements

As of mid-2025, Kohli endorses more than 30 brands across industries such as fashion, fintech, FMCG, edtech, and automobiles. Some of the most high-profile ones include:

• Puma India – Sportswear

• Myntra – Fashion e-commerce

• Audi India – Luxury automobiles

• Volini – Healthcare

• Blue Tribe – Plant-based meat (co-founded by Anushka Sharma)

• Himalaya Men, Toothsi, Noise, Wellman – Grooming and wellness

• Vivo, Google Pay, MRF, Fire-Boltt – Tech and lifestyle

According to Duff & Phelps’ 2024 Celebrity Brand Valuation Report, Virat Kohli remains in the top 3 most valuable Indian celebrities, with an estimated brand value of over $170 million.

His recent Test and T20I retirements have done little to alter that positioning.

Why Kohli’s Brand Value Remains Unshaken

Let’s break down the core reasons behind Kohli’s continued dominance in the ad world:

1.  Emotional Connect and Trust

Kohli is more than a cricketer—he’s a lifestyle choice. His journey from a brash Delhi boy to a disciplined athlete and devoted family man mirrors the aspirations of middle-class and upper-middle-class India. This narrative gives him unmatched trust and emotional equity with audiences.

2.  Audience Versatility

While other athletes may target niche segments, Kohli appeals across geographies, genders, and age groups. Urban youth love his attitude; older generations respect his consistency and work ethic; women admire his progressive image.

3.  Fitness and Wellness Icon

Virat has redefined athlete fitness in Indian cricket. That influence extends into health and lifestyle brands. Even after retirement, his dedication to fitness ensures his continued relevance in the wellness sector.

4.  Entrepreneurship and Diversification

With stakes in brands like Wrogn (fashion), One8 (lifestyle), and Blue Tribe, Kohli is expanding his footprint beyond just endorsements, turning into a successful entrepreneur.

This evolution makes him more relatable as a modern Indian male archetype—ambitious, balanced, and family-focused.

Endorsement Industry Reaction: What Do Marketers Say?

“Virat Kohli's retirement from certain formats doesn’t matter to brands. His identity has moved beyond cricket. His value is derived from his credibility, consistency, and clean image,”
— said Sujata Yadav, VP, Brand Solutions at a leading media agency.

“Unlike players who fade after retirement, Kohli has prepared well. His personal brand is platform-agnostic. Whether on-field or Instagram, his influence remains unmatched,”
— noted Manish Taneja, founder of a D2C brand endorsed by Kohli.

Brands are also looking forward to longer-term collaboration possibilities, now that Kohli may have more bandwidth post-retirement to engage in campaigns, brand storytelling, and content creation.

The Power of Social Media

Kohli has over 270 million followers on Instagram—more than any other Indian celebrity—and continues to command India’s highest engagement rate per post among cricketers.

His social media isn’t just brand-heavy; it mixes family moments, gym routines, motivational snippets, and gratitude posts. That makes every endorsement feel authentic and emotionally resonant—a massive advantage in today’s influencer economy.

Comparisons with Other Athletes Post-Retirement

Sachin Tendulkar:

Though revered, Sachin’s endorsements slowed post-retirement due to his low social media presence and lesser youth appeal.

MS Dhoni:

MSD continues to be relevant due to IPL and brand persona of calmness, but appeals more to older and rural demographics.

Kohli:

Bridges the gap across generations, remains visible via IPL and ODIs, and maintains an active, aspirational social media presence.

In short, Kohli combines the legacy of Tendulkar with the cool factor of Dhoni, all wrapped in a digitally-savvy, fitness-driven avatar.

What's Next for Brand Kohli?

Industry watchers believe Virat may:

• Launch his own wellness or grooming line under One8

• Deepen equity in sustainable and vegan product segments

• Get involved in more global campaigns via partnerships with brands like Audi or Puma internationally

• Take up ambassador roles with government initiatives (as he did for Swachh Bharat and fitness campaigns earlier)

Economic Impact: A Boon for Indian Advertising

Virat’s continued influence also reflects a maturing Indian advertising ecosystem, where performance is no longer the only currency. Narratives, values, and consistency matter more.

He has set a precedent where retirement from play doesn’t mean retirement from influence—a model future athletes and advertisers will increasingly emulate.

The Legacy Is Just Beginning

Virat Kohli may have ended his chapters in Tests and T20Is, but for brand marketers, his story is entering a more refined and scalable phase. He has become India’s answer to global athletic icons like LeBron James and Cristiano Ronaldo—larger than the sport, trusted by millions, and highly marketable.

In a nation obsessed with cricket, Kohli remains the heartbeat of aspirational India, and his next innings—off the pitch—may just turn out to be even bigger than the one on it.

Quick Recap:

•  Kohli retires from Tests & T20Is, but not from public influence

•  Still commands over $170M in brand value

•  270M+ Instagram followers = unparalleled digital reach

•  Brand perception: fit, trustworthy, aspirational, balanced

•  Future focus: business ventures, deeper endorsements, global reach