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Watches, cars, sports shoes, motorcycles, clothing, ride services, tires, snacks, health food, helmets – even toothbrushes – have all received Kohli's marketing treatment.
The 30-year-old crocodile with tattooed arms and styled hair currently has 21 brands, including Tissot, Audi, Puma, Uber and Hero, which are now among the top 100 highest paid athletes in the world, according to Forbes.
Ranked 83rd with $ 24 million in estimated revenue over the last 12 months, Kohli is the best cricketer in the world and leads other top athletes such as Novak Djokovic and Sergio Aguero.
It is unlikely that he could ever compete with Floyd Mayweather or Lionel Messi, the current No. 2 Forbes, because of the interest of cricket in a small group of predominantly Commonwealth countries .
However, he may soon eclipse Mahendra Singh Dhoni as the most lucrative Indian sportsman of all time. Former Indian cricket captain Dhoni earned $ 31 million in 2015 by promoting a series of brands.
His success off the pitch is commensurate with his prowess.
Prolific scorer of races, he produced Sunday winning rounds to help India defeat Australia and its performances allowed it to enjoy a rock star status in the country of 1.3 billion cricket fans.
Last year, he married actress Anushka Sharma to create a marriage between cricket and Bollywood, India's two biggest obsessions, giving her a picture of "father of the family" Can attract a middle clbad audience – and leverage its spending power.
This does not mean that he has lost his appeal to Indian youth.
"The country's youth – and more than half of the Indian population under the age of 25 – can identify with the man who lives his dream," said Kohli's biographer, Vijay Lokapally.
Kohli is very active on social media with more than 37 million Facebook fans, followed by more than 25 million on Instagram and 27.1 million on Twitter.
"He says what he thinks, takes a stand, dialogue on social networks – it's all right with his fans," Lokapally said, calling Kohli "full theater".
PREPARED FOR SHOCK
Its sponsors sometimes had difficulties.
When a cricket lover recently described Kohli, the best drummer in the world, as "overrated" and stated that he would rather watch Australian and English drummers rather than "those Indians." ", Kohli responded with both barrels.
"You should go live elsewhere, you know," he said in a video posted on his personal phone application, which he uses to interact with fans and sell goods.
"Why do you live in our country and do you like other countries?" You do not mind that you do not like me, but I do not think you should live in our country … "
Kohli later stated that he was "for freedom of choice" and, although the episode tarnished by his reputation for being subject to criticism, he did not say that he was "free for choice". hardly harmed his brand.
Quite the contrary, said Tuhin Mishra, managing director of the sports marketing company Baseline Ventures.
"Such a franchise can really strengthen the brand, provided that it is in keeping with the brand's message," said Mishra, whose firm manages other Indian cricketers, including Ravindra Jadeja and Prithvi Shaw.
"After all, brands also want to be perceived as patriots."
"Sports and Bollywood stars generally avoid controversy, but fans want their icons to have a voice," he added.
Cornerstone Sport & Entertainment, the company that represents Kohli, refused to discuss his mentions and sponsorships.
According to Forbes, $ 20 million of its total comes from sponsorship, $ 4 million in wages and so-called "earnings", which would include cash prizes.
Kohli's earnings could continue to rise thanks to India's strong growth – it's the world's fastest growing major economy and this should mean a lot more marketing dollars – and the obsessive interest in cricket here and across the Indian diaspora.
He smoothed some of his rough edges. He does not approve of soft drinks or lightening cream for the skin, does not advocate a healthy lifestyle and is a family man and a leader.
He fights to increase the salary of his players, asks that the partners of the players be allowed to tour and seeks to influence who is appointed coach of the team.
Mishra of Baseline Ventures said that Kohli's appeal had evolved.
"As an aggressive youngster, he attracted certain brands, and as a married, mature, team-responsible captain he is attractive to another set of brands now," he said. .
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