Quick snapshot
One of the world’s most marketable athletes, Virat Kohli endorses (or recently endorsed) more than 25–30 brands across sports, lifestyle and tech.
Estimated endorsement income: industry reports place his average fee per large deal around ₹7.5–11 crore, with total annual endorsement earnings often cited north of ₹200 crore.
Major recent strategic shift (2025–26): Kohli moved One8 into a partnership/acquisition with Agilitas Sports and stepped back from a continuing Puma renewal — signaling a shift from pure endorsements to brand ownership & investment.
Who he currently endorses (major brands & categories)
Below are Kohli’s most visible and commercially significant brand associations (consolidated from advertising and industry reports). This list focuses on big-ticket deals and widely publicized partnerships:
Sports & apparel
One8 (his lifestyle/sportswear label — now in a new partnership with Agilitas).
(Formerly) Puma — large, long-term partnership that Kohli did not fully renew in favour of his Agilitas investment.
Automotive & mobility
Audi / Premium car campaigns.
Tech & consumer electronics
Vivo (past campaigns), Noise (wearables), Google/Google Duo-type tie-ups appear in his portfolio across years.
FMCG & beverages
Too Yumm, PepsiCo-linked campaigns, Rage Coffee and other consumer brands.
Personal care & healthcare
Himalaya, Volini, Duroflex and wellness/fitness brands have run Kohli-led campaigns.
Luxury accessories & watches
Tissot and similar premium watch brands.
Others / regional & newer deals
Brands like American Tourister, MRF (bat sponsorship), Manyavar, Toothsi, Herbalife and Indian services/insurance/fintech brands have also leveraged his presence.
Note: Kohli’s exact active list changes frequently — some deals are campaign-specific or limited regional partnerships. The list above captures the most widely reported associations as of late 2025 / early 2026.
Big-ticket deals & notable contract details
MRF (bat sponsorship): historically reported as one of Kohli’s anchor sporting associations (multi-year, high-value bat endorsement).
Puma → One8 transition: Kohli’s relationship with Puma was high-profile; in 2025 he declined a large renewal so he could invest in Agilitas and reposition One8 — an uncommon move that turns an athlete from endorser into stakeholder. This is being watched closely by brands and investors.
Estimated earnings — how much do brand deals bring in?
Industry summaries and business press estimate average per-brand fees in the ₹7.5–11 crore range for marquee deals, with annual endorsement income often reported > ₹200 crore when you add campaign fees, social-media boosts and long-term partnerships. These figures vary by campaign length, territory, and exclusivity.
How those numbers add up (example): a portfolio of 15–25 active commercial relationships (mix of ₹2–12 crore deals + long-term anchor deals + equity stakes) can reasonably produce the high-end annual figures reported in business press.
Market impact — why brands pay a premium for Kohli
Massive reach & engagement: Kohli’s social channels and on-field visibility make him a high-ROI face for both mass-market FMCG and premium aspirational brands. Brands buy reach and credibility.
Cross-category credibility: He’s used successfully across performance (sportswear), lifestyle (watches, clothing), tech and FMCG — which increases campaign versatility.
Performance-to-persona halo: Unlike celebrity-only endorsers, Kohli’s athletic achievements and fitness persona help sell performance-driven products (training apparel, nutrition, watches).
From endorser to owner: His One8 → Agilitas move suggests modern athletes can demand equity and long-term upside — a model other top athletes are following. Brands see both risk and the chance for deeper, co-created IP.
How Kohli’s moves are changing endorsement playbooks
Equity over pure fee: By taking ownership stakes (One8/Agilitas), Kohli demonstrates that top talent can drive product strategy and share in long-term brand equity — not just short-term fees. This shifts negotiation structures for top-tier athletes.
Selective presence: Turning down a big renewal with a global brand (Puma) to back an Indian startup signals that superstar endorsers will prioritise strategic fit and ownership over automatic renewals. Brands must now offer deeper creative/ownership value to remain competitive.
Virat Kohli remains a top-tier commercial asset in 2026: high reach, premium fees, and growing interests in ownership make him more than “just” a paid endorser.
For brands seeking immediate visibility and credibility in India (and among South Asian audiences globally), Kohli still delivers strong returns — but the bar for creative fit and commercial structure is higher than ever.
