How can brands make icons out of the next generation of Indian cricketers?

An era has come to an end in Indian cricket. With the emotional departure of stalwarts Rohit Sharma and Virat Kohli from the T20 and Test formats of the international game, a palpable void has been left, not just on the 22-yard pitch but in the sprawling arena of brand endorsements. 

For years, these two titans have been the dominant forces of India's cricketing cosmos, their gravitational pull holding brands, fans, and fortunes in a steady, profitable orbit. Now, as the nation looks to a new generation of talent to carry the torch, a pressing question echoes through the corridors of advertising and marketing agencies: Can brands actively forge the next constellation of cricket superstars?

The retirement of 'Ro-Ko' isn't just a sporting transition; it's a market correction waiting to happen. The duo has dominated the endorsement landscape, their faces plastered across everything from luxury watches to instant noodles. Their departure creates a vacuum, but also an unprecedented opportunity for a new cadre of cricketers to step into the limelight. But becoming a brand is no longer just about scoring centuries or taking wickets. In an age of fragmented media and fleeting attention spans, the journey from a promising athlete to a marketable icon is a complex alchemy of performance, personality, and strategic positioning.

The making of a modern cricket brand

The journey from a talented cricketer to a bona fide brand is a marathon, not a sprint. While on-field excellence is the non-negotiable entry ticket, it's merely the first chapter of a much larger story. The real transformation, as our experts suggest, happens when performance is amplified by a compelling narrative and a relatable persona.

Sukriti Sekhri Gupta, Assistant Professor of Marketing at SPJIMR, puts it succinctly: "Competence in the sport is undeniably an important factor...but this is merely a non-negotiable hygiene factor – it is the starting point, but not the differentiator." The magic, she explains, lies in creating a blend of relatability and aspiration. An athlete becomes a powerful brand when the audience sees a part of themselves in them, while also harbouring an "I want to be like them" sentiment. "The personality traits that a cricketer consistently exhibits and becomes known for often translate into attributes that a brand may want to tap into. For example, Kohli’s commitment or Dravid’s calm discipline each represent a distinct brand positioning," Gupta adds.

This need for a distinct identity is echoed by Neha Khilnani, Founder & CEO of Connekting Dots. "To truly become a brand, a young athlete needs to stand for something beyond technique. Whether it’s humility, resilience, humour, or swag, we need to know who you are outside the post-match interview," she asserts. For her, the turning point comes when an athlete grasps a fundamental truth of the modern era: "The real transition happens when a player understands that he is his own ecosystem; what he wears, what he posts, how he reacts, who he collaborates with, all of it is branding."

This sentiment is echoed by Vivek Pradeep Rana, Managing Partner at Gnothi Seauton, who emphasises the need for a compelling story. "You need more than stats on the board. You need a story. A player becomes a brand when the audience sees a reflection of themselves in them, or who they aspire to be. Talent opens the door, but character walks you through." He points to Shubman Gill as a prime example, whose "clean public image, digital savvy, and fashion-forward persona" have helped shape an identity that extends far beyond his elegant cover drives.

But how is this narrative built? Shubhangi Gupta, Co-founder & Chief Marketing Officer at SportVot, argues that the foundation is laid long before a player becomes a household name. Drawing on her experience at the grassroots level, she stresses the importance of visibility. "A player can’t become a brand if people haven’t seen them play, heard their story, or connected with their defining moments. That’s where consistent content creation comes in - video highlights, micro-documentaries, social storytelling." For her, branding begins when "performance is given a platform."

This proactive approach to narrative building is a significant shift from the past. While legends of yesteryear, such as Sachin Tendulkar, Rahul Dravid, and MS Dhoni, became icons, their brand journeys were often more organic, shaped over years of consistent performance and public conduct. 

Today, in a hyper-competitive attention economy, the process is more deliberate. Sahil Gandhi, a Brand Strategist and Personal Branding Expert, believes marketers can actively shape this journey. He uses the example of Jasprit Bumrah to illustrate his point. "Until a few years ago, we rarely saw bowlers featured prominently in advertising. But then Bumrah came along and changed the narrative entirely... 'Boom Boom Bumrah' became a brand in itself."

The off-field persona

If on-field performance is the engine, then off-field persona is the steering wheel that directs a player's brand journey. In the always-on world of social media, every action, every statement, and every Instagram story is a potential building block—or a wrecking ball—for a carefully constructed image.

"Today, the off-field presence of an athlete is sometimes more powerful than their on-field performance," states Khilnani. "In an era of 15-second attention spans, what a player wears, says, reposts or even double-taps matters more than people realise." However, she offers a critical warning: "The audience is sharper now. They can sniff out a manufactured personality from a mile away."

The experts unanimously agree that a player's off-field conduct is not just important; it's paramount. As Sukriti Sekhri Gupta notes, "How a player conducts themselves both on and off the field shapes how their audience perceives them... In the age of social media, a player is more visible off the field than ever before." She points to the infamous Hardik Pandya controversy on a talk show, which led to Gillette severing ties with the all-rounder, as a cautionary tale.

The key, however, is authenticity. While marketers can and do shape a player's public image, a manufactured persona is a fragile one. Rana puts it best: "You can’t manufacture charm or integrity. The best brand building happens when you take what’s already authentic and give it the space to breathe. Think of Dhoni, silent, grounded, yet massively influential. You don’t sculpt that. You spotlight it." He believes that "marketers can’t script authenticity, but they can definitely protect and project it."

Khilnani reinforces this with a powerful anecdote about a cricketing legend. "Marketers can guide, but they can’t script. The most successful athlete-brand stories are rooted in truth. Dhoni never tried to be cool, his silence became his story. From my own experience working closely with him, I can say that it’s the real, unforced qualities that resonate and last."

Lokesh Kataria, Fractional CMO, concurs, stating that the off-field persona is a "must-have" and not just a "nice to have." He warns against over-curation, as "audiences today are quick to detect inauthenticity." The ideal scenario is a synergistic relationship where marketers amplify a player's organic personality. "Marketers can certainly play a role in ensuring the image a player projects are truly reflective of the values and beliefs they want to stand for," says Sukriti Sekhri Gupta.

Shubhangi Gupta sees a "goldmine" in the authentic stories of grassroots players. "Every player has a story - where they come from, the odds they’ve overcome... Capturing these narratives authentically builds emotional resonance." This connection, she believes, is the bedrock of brand value.

Hedging the bet

Investing in emerging talent involves high stakes. A sudden dip in form, a career-threatening injury, or an off-field controversy can derail a brand's multi-million-dollar bet overnight. So, how can brands mitigate these inherent risks while still capitalising on the appeal of fresh faces?

"It’s time to move beyond 'hero worship' marketing," declares Neha Khilnani. The smarter play, she argues, is to "create campaigns that focus on the collective moment, not just the individual." Shubhangi Gupta agrees, recommending that brands "back the ecosystem...This approach spreads risk, creates a pipeline of talent, and reinforces the brand’s commitment to the sport - not just the star."

A recurring theme among the experts is the "squad" or "portfolio" approach. Rather than placing all their eggs in one basket, brands can build campaigns around a pool of players. As Gupta suggests, "back the ecosystem - whether it’s a group of players, a local league, or a regional training program. This approach spreads risk, creates a pipeline of talent, and reinforces the brand’s commitment to the sport - not just the star."

Sukriti Sekhri Gupta also advocates for a diversified "brand portfolio," comprising "one or two well-known players along with a few emerging names." This allows for flexibility, with brands having the option to "adopt a model of rotating partnership based on performance in a given year or season." She cites the case of Prithvi Shaw, whose brand deals were adversely impacted after he went unsold at the IPL 2025 auction, as an example of the risks of long-term contracts with unproven talent.

However, she also presents a counter-narrative through the lens of Rishabh Pant. After his horrific car accident, several brands, including Maggi, Zomato, and Sun Pharma, stood by him, some even collaborating with him during his recovery. This "reinforced Pant’s image as a resilient and strong figure, and became a positive story for the brands, who stayed loyal to the athlete through a period of adversity." This suggests that standing by a player through tough times can forge an even stronger, more authentic bond.

Tuhin Mishra, MD & Co-founder of Baseline Ventures, offers a different perspective, arguing that "investing in emerging talent gives you better ROI than investing in a known face." The key, he believes, is for brands to "choose athletes whose values align with theirs and focus on long-term storytelling rather than short-term association."

Komal Lath, Founder of Tute Consult, provides a pragmatic view: "It’s not a brand’s job to build a cricketer’s career—it’s to grow its own business." She advises brands to "focus on talent activation over acquisition," emphasising that "the next big star won’t be manufactured—they’ll emerge. Smart brands will be ready when they do."

Lessons from beyond the boundary

As Indian cricket looks to mint new stars, it can draw valuable lessons from other sports that have navigated similar generational shifts. The core message is clear: stop looking for a carbon copy of past heroes.

"The biggest lesson? Legacy is built, not given," says Khilnani. "Football is a great teacher; Messi didn’t inherit Ronaldo’s space, he created his own. Likewise, post-Federer tennis didn’t die; it evolved with Alcaraz and Iga Świątek, who have entirely different energies. That’s what we need to normalise in cricket too: not recreating Kohli 2.0, but embracing the new wave with their own flavour."

This call to embrace authenticity is crucial.  Rana points to examples like Serena Williams, who became a movement, and Neeraj Chopra, who "brought a javelin into prime-time conversations" through humility and relatability. Khilnani builds on this, noting that Chopra "didn’t win social media with memes... he did it with relatability, humility, and staying real. Cricket needs to allow the Gen Z athlete to be exactly who they are—tattoos, gaming habits, goofy reels included."

Kataria points to Formula 1's success through narrative platforms like Netflix's Drive to Survive as a model for cricket. The lesson is for brands to "own the storytelling, not just the sponsorship," creating emotional arcs that resonate deeper than a single match performance.

Is long-term still viable?

For decades, brands sought the stability of a long-term association with a cricketing icon. But in today's fast-paced, content-hungry world, with shorter player cycles and ever-shifting fan loyalties, is the idea of a "long-term face" still a winning strategy?

"It’s viable, but it has to be earned, not assumed," states Khilnani. "In today’s world, you need to build the long-term through the short-term. Don’t sign a face and assume a legacy. Nurture it. Grow with them."

The consensus is that while the concept isn't dead, it has evolved. As Mishra puts it, "The idea of a long-term face is still possible—it just needs to be looked at differently." He suggests that "if brands partner with them early on and build a journey together, the relationship will be meaningful and long-lasting, even if the player’s peak years are lesser."

Sukriti Sekhri Gupta agrees that long-term associations are still viable, "but with a twist – the same player would have to keep experimenting and evolving their public persona in order to stay relevant." She draws parallels with global icons like Taylor Swift and David Beckham, who have masterfully reinvented themselves over the years. "The ability to reinvent oneself and openness to experiment, while staying authentic is truly becoming the name of the game."

Vivek Pradeep Rana adds another layer, suggesting that "longevity is now earned in chapters, not decades." He points to Virat Kohli's evolution from a "rebel to a role model" as a prime example of how a long-term partnership can endure by adapting to the athlete's personal growth.

However, some experts see a definitive shift away from the single-ambassador model. Sahil Gandhi is candid: "Honestly, the idea of a long-term face is fading. Ever since the internet boom, attention spans have dropped, and patience levels are lower... Audiences constantly want 'new': new faces, new stories, new energy."

Lokesh Kataria introduces the concept of "community loyalty replacing celebrity loyalty." He believes that "athletes who build and nurture a digital community (vs just the following) will sustain better brand relevance." He highlights footballers like Jude Bellingham and cricketer Riyan Parag as examples of a new generation building a dedicated following through authentic, unfiltered engagement.

The future of cricket endorsements in the post-Kohli-Sharma era is still unfolding. The departure of these legends has undoubtedly left a void, but it has also cleared the stage for a new generation to shine. Brands now have the opportunity not just to ride the wave of stardom, but to be active co-creators in the process.

The playbook is clear: identify talent early, focus on authentic storytelling, build a narrative that extends beyond the boundary ropes, and be agile enough to adapt to the ever-changing pulse of the audience. The brands that succeed will be those that see themselves not just as sponsors, but as partners in an athlete's journey. They will be the ones who understand that in the quest to create the next cricket superstar, the most powerful endorsement is a genuine connection.