Virat Kohli’s (right) raced past Sachin Tendulkar in commercial time in 2013 © Getty Images

Apr 2, 2014


Virat Kohli is not just busy reaching out for Sachin Tendulkar’s records on the field but in advertisements as well. Kohli has surpassed Tendulkar in the ad time occupied on television.


According to a report in Hindustan Times, Kohli’s ad rates have increased by 40 per cent and as per the Television Audience Measurement (TAM) report, Kohli surpassed Tendulkar in commercial time on air in 2013. In 2012, Tendulkar topped the list followed by Kohli and MS Dhoni.


“Kohli’s endorsement fees have risen by almost 40 per cent, considering his consistent performance and iconic status,” CEO of Cornerstone Sports and Entertainment Bunty Sajdeh was quoted as saying. The agency handles Kohli’s endorsement deals. Brand experts have highlighted Kohli’s youth connect for the rise in his commercial value.


The report also states that Kohli’s annual endorsement fee has doubled from Rs 3 crore in 2012 to Rs 6 crore in 2013. However, Kohli is endorsing 12 brands now in comparison to 15 last year. Explaining the reduction in the number of brands endorsed by Kohli, Sajdeh added, “We are becoming very selective in choosing brands. After considering the brand profile, expected media spends and strategies, we are deciding the associations.”