RCB finally wins IPL, but don’t expect a brand boom for Kohli, Patidar or Pandya

RCB skipper Rajat Patidar lifts the trophy as he celebrates with teammates after winning IPL 2025. (Courtesy: Reuters photo)

For Royal Challengers Bengaluru (RCB) star player Virat Kohli, who is the most valued Indian celebrity, lifting the Indian Premier League (IPL) trophy ended the 17-year title drought, but for him, the brand value was already in the bag.

On the other hand, one win cannot change the endorsement game for Rajat Patidar and Krunal Pandya, said talent managers.

Kohli's brand portfolio is unlikely to increase because of where he is in his career, noted Indranil Blah, Founder, AMP Sports.

"He's just given up Test cricket. He doesn't play T20 cricket anymore. It's only the IPL and ODIs (One Day Internationals). When brands are looking at celebrities, they look at some sort of an upside, someone who has a future. Virat and even Rohit are at the end of their careers. The advantage that Virat has is he's a megastar, he's an A-list superstar. His brand endorsement rate will not come down. He can maintain it at his current levels."

Kohli's dominance

With a brand value of $227.9 million, Kohli boasts a diverse portfolio of more than 40 brands.

The IPL win will add sheen to his brand strength, Blah added. "But the IPL is more of a personal journey. It's 18 years of trying to win something. I think there would have been an upside to his brand endorsements if he was captain. So, while it's great for Virat Kohli and RCB fans, I would say his endorsement value has already peaked compared to other people who are at the end of their careers, where their endorsement rates start to come down and that will not happen with Virat Kohli in the near future. But I think it's not going to increase."

Anant Arora, Founder, OneByTwo Entertainment, concurred, saying that Kohli's performance has been outstanding across all formats and that he has reached a stage where for him a single performance or achievement is not going to impact his brand value a lot because these aren't the variables that really define his brand value.

"I remember seeing Virat's commitment and passion for RCB from close quarters and it has been massive. That drive to win the IPL trophy would have only increased. I remember how he wouldn't equate cricket milestones with his brand positioning and similarly now, Virat's too big a brand for his cricket performances to impact his brand value in any direction," he added.

On social media, Kohli is dominating the conversation with 62,600 influencer mentions, followed by Shreyas Iyer at 18,500 and MS Dhoni at 13,400, reflecting the massive cultural weight Kohli brings to the RCB brand, pointed out data by influencer marketing platform Qoruz.

Experts see the continuation of Kohli's dominance in the endorsement world.

"Virat Kohli's historic triumph in IPL 2025 clinching RCB's maiden title after 18 seasons will ensure his dominance in the brand equity for years to come. Already India's most valued celebrity, the triumph cements his and RCB’s position as a marketing powerhouse with splintered beneficial impact on brand One8 given the magical 18s," said Aviral Jain, Managing Director at Kroll Valuation Advisory Services.

Santosh N, Managing Partner of D & P Advisory, a valuation service provider, also noted that the IPL win doesn’t change Kohli’s stature but validates and reinforces his legacy. "It may have a marginally positive impact, but his endorsements are driven more by his personal brand than RCB’s on-field performance. This win isn’t likely a core driver."

Limited upside

For Patidar and Pandya, the story is a little different. According to Blah, serious options for brand managers are players who play for India. He expects a few social media deals and one or two endorsement deals because he has played for India.

"He (Pandya) had a great final but overall, he has not set the stage on fire like a Sai Sudharsan, for instance. Plus, he's (Pandya) is not a young pony. Again, brands look at emerging players like Nitish Reddy, a young guy and an all-rounder who started playing Test. When it comes to Reddy versus Pandya, brands will go with someone like Nitish Reddy," he said.

For Patidar, Blah said, the differentiator will be when he starts playing consistently for India.

As of now, Krunal Pandya endorses brands like Boat, Sareen Sports, and a few regional clothing or grooming labels, often appearing in campaigns alongside his brother, said Abhishek Sharma, Managing Director, ISG, a sports management company.

"His (Pandya) current endorsement count is under 10. Patidar doesn’t have major national brands yet, just local and digital-first startups. Given his current spotlight, Patidar could onboard 3–4 new national brands, and Krunal could revive interest from lifestyle or athleisure players," he added.

Talent managers note that today brands can sign Patidar for anywhere between Rs 10 lakh and 15 lakh for one day, one year deal. Meanwhile, Pandya's endorsement fees range between Rs 20 lakh and Rs 25 lakh.

"Compared to top-tier cricketers like KL Rahul, Shubman Gill, or Hardik Pandya, both Krunal and Patidar are in the second or third endorsement tier. They don’t yet command a pan-India presence but have regional or category-specific appeal. That said, success stories in IPL often serve as inflection points, and if leveraged correctly with agent-led positioning, digital storytelling, and social media strategies, both players can move up endorsement tiers by 2026," Sharma added.

He expects the IPL win to revive Pandya's visibility, especially since he's often overshadowed by his brother Hardik. Pandya could see a 20–30 percent spike in inquiries from FMCG and regional brands, whereas Patidar is on the brink of brand breakthrough status. "With his (Patidar) strong performance and humble background, he appeals to aspirational and relatable narratives ideal for consumer tech, fintech, or grooming brands. Patidar could attract 3–5 new endorsements over the next year, depending on his selection in India’s T20 setup."

N Chandramouli, CEO of TRA Research, a consumer analytics and brand insights company, also expects Patidar and Pandya to witness a rise in their commercial appeal. "Their on-field performances and increased media visibility post-title win make them attractive prospects for brand endorsements, which could translate into new deals and enhanced brand portfolios in the coming season."