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Virat Kohli, India’s cricketing legend and one of the world’s most marketable athletes, has taken a significant step in his career by announcing a new management team. The former India captain shared on social media that his business interests would now be handled by Sporting Beyond, a firm that aligns with his core values of integrity, transparency, and love for sports.
This move comes nearly a month after reports revealed that Kohli had ended his long-standing association with Cornerstone, a renowned celebrity management company. The firm had been managing his affairs for years, with Bunty Sajdeh serving as his long-time manager.
Virat Kohli’s New Management Agency
“I am excited to announce a fresh start with Sporting Beyond, my new team, who have been working with me for a while now,” Kohli shared on social media. He expressed that the new team shares his values and commitment to the sport, marking a new phase in his professional journey.
The change in management is expected to help Kohli streamline his business endeavors, given his growing stature beyond cricket. As one of the most marketable cricketers in the world, Kohli has consistently made headlines not only for his on-field brilliance but also for his lucrative endorsement deals and business ventures.
Kohli’s Endorsement Power
Kohli’s brand value is nothing short of impressive. According to Kroll’s Celebrity Brand Value Report 2023, his brand is valued at $227.9 million, with a significant increase of 29% over the previous year. His partnerships with global brands like Puma, MRF, and Audi, among others, underscore his immense popularity.
His strong presence across social media platforms plays a key role in his dominance in the market. With millions of followers and a loyal fanbase, Kohli’s influence extends beyond the cricket field, making him a sought-after figure for businesses looking to tap into the Indian and global markets.
Kohli’s influence extends beyond endorsements. He also holds the title of the highest taxpayer among sportspersons in India for the financial year 2023-24, having paid a staggering ₹66 crore in taxes. This figure positions him fifth among all Indian celebrities, with only actors like Shah Rukh Khan ahead of him.
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