With Virat Kohli as Endorser, What Is in This Deal for Puma?
Virat Kohli isn’t just the Indian cricket team captain but also the new, shiny toy of the brand world that everyone wants. Recently, Puma managed to sign Virat as an endorser with a Rs 110 crore deal.
Puma has big plans for the 28-year-old cricketer. It intends to create a signature line, complete with a brand identity, an individual logo, and sports lifestyle products at its core.
Virat Kohli has become the only Indian cricketer ever to get signed by one brand at over Rs 100 crores after locking this deal in with Puma. Now, he is also the part of Puma endorsers club which includes legends like Usain Bolt, the Jamaican sprinter, and Oliver Giroud, the footballer.
Back in 2013, Kohli had penned down a three-year long endorsement contract with Adidas that came to an end in 2016. Also, Kohli has played the face of other brands like Pepsi, Vicks, MRF, Wrogn, Boost, and Tissot.
If the 2016 report of global valuation firm Duff & Phelps is to be believed, Virat Kohli has a brand value of about $ 92 million. It puts him second in line of brand endorsers (all in different professions) with Shah Rukh Khan being the first in position with a brand value of about $131 million.
Right now, it seems like the endorsement deal is equally beneficial to both parties. While it is the shining time for Kohli’s career, Puma has dared to encash it while locking Kohli in with the brand for the next eight years, despite the fact that there is no predicting the shelf life of a public figure.