After sporting superstars Virat Kohli and Rohit Sharma exited T20 internationals and Tests, India's next generation of cricketers is stepping into the endorsement spotlight. Eager to plug the vacuum left by two of the country's biggest sporting icons, experts said advertisers are aligning with younger stars who appeal directly to Gen-Z consumers.
The team's Asia Cup triumph is set to lift advertiser confidence in cricketers.
Shubman Gill is expected to see a surge in his brand endorsement value. Industry executives peg his endorsement fee at nearly ₹5 crore for a single day of engagement annually, placing him in a rarefied league of commercial athletes. His social media following and clean, aspirational image have made him a go-to choice for top-tier brands.
Suryakumar Yadav, India's T20 captain and one of the format's most destructive batters, remains hot property too, commanding about ₹1.5 crore for a day's association.
Experts say these stars' proven match-winning ability keeps them relevant across categories ranging from beverages to tech-driven consumer products.
Both Gill and Yadav endorse over a dozen brands each while Abhishek Sharma and Tilak Varma have featured in campaigns of brands like Realme, Birla Opus, John Jacob's, and Big Basket.
Emerging faces are beginning to make their mark as well. Tilak, valued at around ₹1 crore for a two-day association, has built his reputation on reliability, while Abhishek, priced at ₹1.5 crore for a two-day association, has captured attention with his fearless batting and Gen-Z connect.
Both are already drawing interest from fashion, fintech, and digital-first brands that see them as cultural connectors as much as athletes, say executives aware of discussions.
"The retirement of Virat Kohli and Rohit Sharma from multiple formats has created a vacuum in the endorsement ecosystem. Gen-Z cricketers such as Shubman Gill, Suryakumar Yadav, Abhishek Sharma, and Tilak Varma are stepping into that space, not merely as sporting icons but as cultural touchpoints. Their resonance with younger audiences positions them as multi-category assets, appealing equally to FMCG, fashion, fintech, and digital-first brands seeking to embed themselves in contemporary youth culture," said PMG Sports CEO Melroy Dsouza.
The shift reflects a wider trend in sports marketing. Athlete endorsements in India jumped 32% in 2024 to ₹1,224 crore, according to GroupM, with cricket continuing to dominate.
According to market estimates, top cricketers like Kohli and Sharma charge anywhere between ₹3.5 crore and ₹7 crore per endorsement deal.
"Rising talents such as Gill and Yadav are poised to draw a wider slate of endorsements, while emerging names like Abhishek Sharma and Tilak Varma, who also carry a strong regional persona that endears them to local brands, are beginning to command growing interest," said Ajimon Francis, managing director, Brand Finance India.
"Unlike earlier generations, this crop of cricketers is approaching fame as a multi-channel business. Their focus, industry insiders say, is on leveraging popularity to build lasting value rather than chasing short-term visibility," he noted.
The retirements of Kohli and Sharma have left an undeniable void, but advertisers see it as an opening. For brands seeking to embed themselves in contemporary youth culture, Gen-Z cricketers are not just athletes. They are lifestyle icons with pan-India reach and digital-first appeal.
Some experts feel that consistency and not one-off performances build long-term value.
The team's Asia Cup triumph is set to lift advertiser confidence in cricketers.
Shubman Gill is expected to see a surge in his brand endorsement value. Industry executives peg his endorsement fee at nearly ₹5 crore for a single day of engagement annually, placing him in a rarefied league of commercial athletes. His social media following and clean, aspirational image have made him a go-to choice for top-tier brands.
Suryakumar Yadav, India's T20 captain and one of the format's most destructive batters, remains hot property too, commanding about ₹1.5 crore for a day's association.
Experts say these stars' proven match-winning ability keeps them relevant across categories ranging from beverages to tech-driven consumer products.
Both Gill and Yadav endorse over a dozen brands each while Abhishek Sharma and Tilak Varma have featured in campaigns of brands like Realme, Birla Opus, John Jacob's, and Big Basket.
Emerging faces are beginning to make their mark as well. Tilak, valued at around ₹1 crore for a two-day association, has built his reputation on reliability, while Abhishek, priced at ₹1.5 crore for a two-day association, has captured attention with his fearless batting and Gen-Z connect.
Both are already drawing interest from fashion, fintech, and digital-first brands that see them as cultural connectors as much as athletes, say executives aware of discussions.
"The retirement of Virat Kohli and Rohit Sharma from multiple formats has created a vacuum in the endorsement ecosystem. Gen-Z cricketers such as Shubman Gill, Suryakumar Yadav, Abhishek Sharma, and Tilak Varma are stepping into that space, not merely as sporting icons but as cultural touchpoints. Their resonance with younger audiences positions them as multi-category assets, appealing equally to FMCG, fashion, fintech, and digital-first brands seeking to embed themselves in contemporary youth culture," said PMG Sports CEO Melroy Dsouza.
The shift reflects a wider trend in sports marketing. Athlete endorsements in India jumped 32% in 2024 to ₹1,224 crore, according to GroupM, with cricket continuing to dominate.
According to market estimates, top cricketers like Kohli and Sharma charge anywhere between ₹3.5 crore and ₹7 crore per endorsement deal.
"Rising talents such as Gill and Yadav are poised to draw a wider slate of endorsements, while emerging names like Abhishek Sharma and Tilak Varma, who also carry a strong regional persona that endears them to local brands, are beginning to command growing interest," said Ajimon Francis, managing director, Brand Finance India.
"Unlike earlier generations, this crop of cricketers is approaching fame as a multi-channel business. Their focus, industry insiders say, is on leveraging popularity to build lasting value rather than chasing short-term visibility," he noted.
The retirements of Kohli and Sharma have left an undeniable void, but advertisers see it as an opening. For brands seeking to embed themselves in contemporary youth culture, Gen-Z cricketers are not just athletes. They are lifestyle icons with pan-India reach and digital-first appeal.
Some experts feel that consistency and not one-off performances build long-term value.
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