Superstar cricketer Virat Kohli announced his new management team on Thursday, November 07. The former India captain said the new team, ‘Sporting Beyond’, shares his goals and values of integrity and transparency along with his love for the sport. Kohli mentioned that the new management firm will handle all his business interests.
The decision comes months after it was reported that Virat Kohli ended his long-term association with Cornerstone, a reputed celebrity management company, which involved Bunty Sajdeh, his long-time manager.
“I am excited to announce a fresh start with Sporting Beyond, my new team, who have been working with me for a while now,” Virat Kohli said in a statement on social media.
“The team at Sporting Beyond shares my goals and my values of transparency, integrity and a love for sport, in all its forms. This opens a new chapter for me as I look forward to my partnership with my new team, who will be working with me on all of my business interests,” he added.
Virat Kohli is one of the most marketable stars, having dominated world cricket for over a decade. The former captain, who won the T20 World Cup earlier this year, retired from T20Is, but continues to play Tests and ODIs.
Virat Kohli will be next seen in action in the much-anticipated five-match Test series against Australia, starting November 22 in Perth.
Kohli is one of the most valued celebrities in India. His brand value surged by 29 percent to reach an impressive USD 227.9 million, according to Kroll’s Celebrity Brand Valuation Report 2023. Kohli’s dominance in the endorsement market is attributed to several key factors. His strong presence on social media, with a large and engaged follower base, significantly enhances his influence and marketability. His successful career in cricket, including numerous accolades and consistent performance, has made him a highly attractive partner for brands across various industries.
