Virat Kohli is turning 36 today (5 November). The last year has been a mixed one for the star cricketer. In November last year, he broke Sachin Tendulkar's record for the most ODI hundreds, when he made 117 at the Wankhede Stadium in Mumbai. At the same stadium, a year later, he (and most of his team mates) failed miserably to hand New Zealand a surprising whitewash over team India in the recently concluded Test series.

In between those incidents, India went on to lose the ODI World Cup final to Australia, but won the ICC Men's T20 World Cup. In the final, Kohli top-scored as India beat South Africa. Moments later, he announced his retirement from the shortest format of the game.

In the light of these developments, we asked experts: 

Given his drop in form in Test cricket, and retirement from international T20 cricket earlier this year, is Virat Kohli still as attractive a proposition for brands as he was a year ago?

Divya MS, business head, ITW 360 - ITW Universe: While a drop is worrying for cricket fans and brands alike, for a player of Virat’s stature who is among India’s most bankable stars and has a brand value of USD227.9 million as per the Kroll Celebrity Brand Value report 2023 it will have very little impact, primarily because he will be playing other formats of the game, and given his calibre is likely to do well in those. There are cricketing reasons for his recent dip in form, but India's tour of Australia might present ideal conditions for him to bounce back. We have seen this happen before with players like Sachin (Tendulkar) and (MS) Dhoni who are legends of the game where retirement has little or no impact on their individual brand value, because their influence transcends the playing field. Virat has set the benchmark on sports sponsorships with 14 brands in 2024 and a 10% SOV of the total sports celebrity spends and will continue to redefine the curve. Virat will also still be seen playing in the IPL which has proven as the catalyst for brand partnerships and endorsements - primarily because the size of the audience trumps all - and a few exciting knocks there will have brands clamouring for more.

N Chandramouli, CEO, TRA Research: Virat Kohli’s legacy in cricket is one that continues to attract brands, even as he evolves his career. He has embodied the four brand appeals of brand desire —rational, emotional, communication, and aspirational—Kohli offers an undeniable combination of skill, reliability, and emotional resonance with fans. His historic journey in the 2023 World Cup showcased his unmatched consistency, as he led the charts with 765 runs and cemented his position as one of the highest run-scorers in a single World Cup edition. For brands, Kohli’s appeal lies not only in his performance but in the emotional connection he has fostered with millions worldwide. His rational approach to the game, alongside his aspirational impact, maintains his influence beyond cricket, making him a trusted brand ambassador. Even amid career shifts, Kohli’s continued dedication to excellence resonates strongly, reaffirming his place as a premier choice for brands looking to align with his enduring legacy.

Neville Bastawalla, head - marketing and on-air promotions, Sony Sports Network: King Kohli is a superhero for India and he will continue being a solid bridge for brands to connect with their TG. 270 million followers on Instagram itself is proof of the pudding. Ups and downs keep happening but these icons are unshakable and they are sports superstars. Even after he will retire, at least, for a few years Virat will continue being Virat King Kohli.

Nikhil Sharma, chief executive officer, Zlait Sports Management: Virat Kohli will always be a great proposition for brands. New age cricket hasn’t seen a cricket and an athlete like Virat Kohli. He has been a prolific run getter, possibly one of the best batsman cricket has ever seen. His popularity both on the pitch and off the pitch has been always through the roof and he is incredibly well followed on the digital world. Not so long ago his question marks were raised on his cricketing career and with cricket so religiously followed in India, can understand the space where the criticism comes from. However without doubt Virat Kohli will make a strong come back from this all time low for Indian cricket. He has quit T20 Internationals to focus on longer formats and also the IPL and that makes for an interesting and wise choice. His partnerships with brands have more often than not been good associations for brands and he does put himself out there for his endorsements.

R Venkatasubramanian, chief operating officer, Havas Play: Virat remains a major attraction for brands - no doubt about it. Brands haven’t associated with him solely for specific series or T20 performances; he has cultivated a persona that extends beyond cricket. Kohli's fitness, personality, and massive social media following across the world help him attract more brand endorsements. Since he has retired from T20, he may be used less for endorsements that emphasise youth, which could mean a lower priority for brands targeting a younger audience. However, Kohli’s brand value remains significant. Brands may adapt their approach to leverage his premium, mature image and explore opportunities beyond cricket.

Sandeep Goyal, chief mentor, Indian Institute of Human Brands (IIHB), MD, Rediffusion: Kohli will be around for a while despite his fall in performance. When MS Dhoni retired he restructured his pricing. At his new rates, which were obviously more real, he continued to be attractive to some brands. The same is true of Sachin Tendulkar. Kohli too will most likely drop his asking rates to stay relevant to brands. It has happened with other falling stars in the past - he is now at that inflection point. It's nothing new.