India recently clinched the T20 World Cup, marking a historic achievement in its cricketing journey. However, amidst the celebrations, the cricketing world was rocked by a major announcement: Virat Kohli, Ravindra Jadeja, and Rohit Sharma decided to retire from T20 international cricket. These three players have been pivotal to India’s success on the global stage, and their retirement has sparked discussions about their remarkable careers and the void they leave behind.
As India revels in its victory and prepares to pay tribute to these departing heroes, the cricket landscape undergoes a significant transformation. These players are not only renowned for their on-field prowess but have also built formidable personal brands synonymous with excellence and leadership. Now, as they step away from T20s, questions abound regarding the impact on their brand legacies. Will their retirements bolster their brand appeal, as they exit on a high note? Or will their absence from the limelight of T20s gradually diminish their marketability, paving the way for new faces to emerge as icons?
It’s a pivotal moment as transition period looms for Indian cricket, where fans and analysts alike contemplate the lasting influence of these icons and speculate on the future of the sport in their absence.
According to Kishan Kumar, Business Head at Asianet Network of Channels, the retirement of these cricketing stalwarts is unlikely to diminish their brand value, especially given their retirement on a high note.
“Brand value is accumulated over time and considering the length of time they’ve served India at the highest level, their equity isn’t going to be hampered much post-retirement; especially when they’re retiring on a high. Also, the fact that they’ll be around in tests, ODIs & IPL for some more time makes them continue top of mind. Plus, they all represent certain values — for example, Kohli personifies high-quality performance at the highest level on the back of discipline, passion, skill, competence, and hard work whereas Rohit and his leadership are humane; he’s more approachable as the face of a brand. Those values are tough to replace overnight,” Kumar added.
However, he notes that the brands need to stay relevant to the times they operate, and hence there’s a chance that India’s new generation cricketers will replace some of them.
“By some, I mean context, values, emotions they evoke, sheer cut-through, etc.,” Kumar underlined.
Pavan Padaki, Author of Brand Vinci and Branding Coach, believes that the retirement of these T20 cricket stars may reinforce their brand value rather than weaken it.
“Their decision to step away from the T20 format after a World Cup win demonstrates their character and professionalism,” Padaki observes.
He suggests that highlighting their maturity and professionalism could enhance their appeal and be leveraged effectively by the brands they endorse.
Padaki argues that brand value need not be lost if these icons navigate this transition strategically and intelligently. “While they may not be seen on the field during future T20 tournaments, their presence will undoubtedly be felt,” he notes.
He points out that their contributions will continue to be remembered through social media, statistics, and discussions, keeping them in the limelight. Moreover, Padaki emphasizes their continued relevance in other cricket formats and in events like the IPL, ensuring sustained visibility and brand relevance.
The enduring appeal of cricketing legends beyond their active playing years, as exemplified by Kapil Dev, Sachin Tendulkar, Rahul Dravid, Virender Sehwag, and Sunil Gavaskar, underscores Padaki’s point.
“This enduring appeal is not because of their on-field statistics but from their overall personality, character, and lasting contributions to cricket,” he adds.
According to Kowshik Komandur, Associate Vice President at OnMobile Global Limited, in the immediate aftermath of their retirement, the brand value of Kohli, Jadeja, and Sharma is unlikely to see a drastic decline.
“Each of these players has established a robust personal brand that transcends the cricket field,” Komandur notes.
He emphasizes their significant fan base, charismatic personas, and extensive engagement on social media, factors that maintain their relevance across various platforms despite stepping back from T20 internationals.
However, Komandur warns that the long-term absence from the highly popular T20 format could lead to a gradual decline in their brand value as younger players gain prominence.
Deepan Ramachandran, CEO and Creative Director of Mind Your Language, shares a mixed perspective. “I think it will not impact the brand value of Kohli and Rohit,” Ramachandran asserts, citing their high-profile endorsements and recent successes.
He notes, “Kohli has been an endorser of big brands, and Rohit Sharma has just signed on a slew of brands,” drawing parallels to legends like Sachin Tendulkar who continue to endorse products post-retirement. However, Ramachandran suggests that Jadeja, who has not been endorsing major brands, may experience a dip in brand value, potentially relying on his fame from Chennai Super Kings (CSK) to maintain visibility.
Bhavana Pandey, Founder & Chief Content Strategist at WYTTI, emphasizes the impact of recency on brand value. “Considering the recent win, these players have built a really strong brand value that will continue to stick around,” Pandey asserts. She believes that Kohli, Jadeja, and Sharma will be remembered as icons of the T20 International format, with Kohli’s enduring screen presence ensuring continued relevance across different formats.
The next big cricketing icons in the world of brand marketing:
As industry watchers ponder the aftermath of Virat Kohli, Ravindra Jadeja, and Rohit Sharma’s retirement from T20 international cricket, the focus shifts to identifying the next cricketing icons who can fill their formidable shoes. Their departure, following India’s triumphant T20 World Cup campaign, leaves a void that brands are keen to fill with fresh talent capable of capturing hearts both on and off the field.
Ramachandran suggests, “I don’t think we need to search for a new icon, yet. Kohli and Rohit have immense residual value. Shubman Gill, with his batting skills, leadership roles, age, and good looks, can be the face of many brands in the future. And that is provided his cricketing journey blooms.”
Kumar shares his view, “Rishabh Pant & Jasprit Bumrah in my mind will be the next icons. They play all formats, they have an X Factor, they are high-quality athletes, they are relatable, they are potential leaders.”
Padaki reflects on the perpetual search for new talent in cricket and branding. “The cricketing world has never lacked fresh talent; there will always be a ‘next Sachin’ or ‘next Virat’,” Padaki comments.
He emphasizes, “The marketing world always seeks more than just skill. Brands will continue to hunt for successful sports persons who can showcase their character, personality, and showmanship both on and off the field. It’s this ability to connect with audiences that truly matters for a cricketer’s long-term brand value.”
Kowshik Komandur, identifies promising candidates for future brand endorsements. “The next big icon in cricket will need to possess not only exceptional skills on the field but also the ability to connect with fans off the field,” Komandur observes. He highlights players like KL Rahul and Rishabh Pant, noting their cricketing prowess and marketability potential.
“KL Rahul’s ability to anchor innings and play explosive knocks makes him a valuable asset in T20s. His growing presence on social media and increasing number of endorsements indicate his rising popularity and marketability,” he said.
Komandur continues, “Rishabh Pant’s dynamic batting and flamboyant style have captured the attention of cricket fans globally. Known for his fearless approach, Pant has the potential to become a major star in T20 cricket. His ability to change the course of a match with his aggressive batting and his charismatic personality makes him an attractive choice for brands looking to connect with younger audiences.”
He further adds, “Shubman Gill, with his elegant batting technique and consistent performances, is another rising star in Indian cricket. His composed nature on the field and ability to perform under pressure have earned him comparisons to some of the greats of the game. As he continues to establish himself in international cricket, Gill’s appeal is likely to grow, making him a strong contender for brand endorsements.”
Akanksha Vijayvargia, Founder & CEO of Purple Media Marketing, sees an opportunity for emerging players to step into the spotlight. “The void left by their retirement presents an opportunity for emerging players like Shubman Gill and Hardik Pandya to step into the spotlight,” Vijayvargia remarks. She praises their “youthful energy, skill sets, and potential to dominate matches,” positioning them as successors to the recently retired players.
