Indian superstar cricketer Virat Kohli has left behind Bollywood king Shah Rukh Khan in the race of brands as the Indian skipper with a brand valuation of USD 144 million to his name has now become the most valuable celebrity brand in the country.
SRK who held the crown from 2014 has been dethroned by none other than the Indian batting sensation Kohli whose brand value rose up to 56% this year compared to the last year.
According to a report by corporate advisers Duff & Phelps, Kohli, along with Deepika and Ranveer Singh are leading the way in “Rise of millennials” to the top of the rankings.
Former captain Mahendra Singh Dhoni slipped from 9th place last year to 13th this year. PV Sindhu too made an entry at 15th position, the first female sportsperson to make it to the top 15 ever.
“For the first time since we began publishing our rankings, Shah Rukh Khan has slipped from the top ranking and been replaced by Virat Kohli,” Varun Gupta, Duff & Phelps Managing Director and Region Leader – India, Japan and Southeast Asia, said in a statement.
The rise of the sportspersons in brand value has been marked by increasing interests of the masses in sports and the off-field charisma of men like Virat Kohli who continue to inspire people with their performances on the field as well.
“Virat Kohli is now the first choice of brands to engage and attract consumers, fueled by his extraordinary on-field performances and off-field charisma,” Varun Gupta said.