Rishabh Pant, who secured a record-breaking ₹27 crore bid at the IPL auction, is set to see his brand endorsement value rise by at least 30%. Brands are eager to leverage his increasing star power, especially as cricket icons Virat Kohli and Rohit Sharma approach the twilight of their careers. The auction’s timing, coinciding with companies’ financial year ad spending allocations, has further driven this interest.
The brand values of Rishabh Pant and fellow cricketers Shreyas Iyer and Venkatesh Iyer are expected to climb significantly following Sunday’s mega auction. According to talent management executives, companies are keen to associate with this emerging generation of players.
Pant, now the highest-priced player in IPL history, was signed by Sanjeev Goenka’s Lucknow Super Giants (LSG) for ₹27 crore. Before the auction, he charged approximately ₹2 crore per brand annually. Among the notable brands he endorses are Thums Up, Dream 11, and Iodex.
The auction, held over two days in Jeddah, Saudi Arabia, created a social media buzz as franchises went on a spending spree to secure their desired players.
“Endorsement fees are directly tied to IPL auctions, as they create buzz and highlight the player’s potential,” said Sandeep Goyal, chairman of ad agency Rediffusion. He added that brand deals are also influenced by a player’s current performance and future potential, noting, “Pant is a fighter and has an endearing personality. Brands want to associate with such a demeanor.”
Indranil Blah, a sports industry veteran and co-manager of Pant, confirmed a surge in interest from brands since the auction.
“Rishabh’s brand value is set to increase by at least 30%, with brands competing for first-mover signing,” he said. Blah highlighted Pant’s youth, resilience, and ability to perform under pressure as key factors driving his marketability.
As Kohli and Sharma move into the later stages of their careers, brands are actively searching for the next big cricketing icons. Blah remarked that this transition is influencing endorsements, with the younger players gaining prominence.
Executives noted that endorsement fees vary based on market trends and inflation. For instance, while Kohli’s fee ranges between ₹5 crore and ₹10 crore, older deals struck years ago often continue at previous rates. However, Kohli’s fees are expected to decrease over time due to his stage in the game.
Additionally, celebrity endorsements increasingly include variables such as equity stakes in brands or guaranteed social media promotions, reflecting evolving industry practices.
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Name of Author: Cricexec Staff
