By In the summer of 2008, a young Virat Kohli, fresh off captaining India to an Under-19 World Cup victory, stood at the cusp of an illustrious cricket career. In the humid air of Kuala Lumpur, the Indian team had just lifted the trophy, and Kohliâs boyish grin hid a steely determination, becoming the best batsman India had ever seen. Today, Kohli is not just a cricketing legend but a brand worth over $300 million, as reported by Duff & Phelps in 2023. His journey from a promising batsman to an entrepreneurial powerhouse mirrors cricket’s transformation from a mere sport to a dynamic ecosystem of various business opportunities.
Cricket in India
Cricket is nothing short of a religion for Indians. However, in the last two decades, cricket has transcended from being just a sport to a multi-billion dollar industry. One of the biggest reasons for this shift is the commencement of the Indian Premier League, or IPL, which started back in 2008 and has since been a staple event in the sport of cricket. As per a report by D and P Advisory, the IPLâs valuation crossed $15.4 billion in 2023, making it the 2nd most valuable sporting league in the world after the NFL. This has allowed Indian cricketers to diversify their income streams and helped them launch themselves in entrepreneurship.Â
From Batsmen to Businessmen
Indiaâs cricketing demigods have seamlessly donned the hats of batsmen, investors, founders and brand ambassadors, helping them build an empire that extends far beyond their cricketing career. Virat Kohli, for example, co-owns a gym chain called Chisel, has stakes in FC Goa, an Indian Super League football team, and is the co-founder of One8, a lifestyle brand valued at over âš500 crore as of 2023. Along with this, Kohli has been a brand ambassador for Herbal Life and Puma and has made hundreds of crores. His ability to merge fitness, fashion, and cricket under one brand reflects a deep understanding of market trends and consumer behaviour.
However, Kohli is only one of many. Similarly, the Master Blaster of India, Sachin Tendulkar, has also made significant strides in the entrepreneurial world. Tendulkarâs investments range from healthcare, with his stake in âSmaaashâ, an experiential entertainment company, to sports education, where he co-owns sports management firm SRT Sports. He has the ability to endorse and invest in long-term ventures that showcase cricketers’ evolution from mere brand ambassadors to savvy investors and founders.Â
Another example of an Indian cricketer turned entrepreneur is MS Dhoni. The Captain Cool of the Indian cricket team, MS Dhoni, has invested in agricultural tech startup Kissan and co-owns the ISL team Chennaiyan FC. In 2022, Dhoni expanded his portfolio and entered the Drone manufacturing industry with Garud Aerospace, reflecting his keen interest in future-ready technologies. This might be the most successful venture by MS Dhoni as the drone manufacturerâs valuation surged to a whopping $250 million by mid-2024. Moreover, he also owns a lifestyle brand called âsevenâ.
Along with these legends, the newer generation is also making strides in the entrepreneurial landscape. Hardik Pandya, one of the most beloved and flamboyant all-rounders of the Indian cricket team, entered the market with his sports nutrition brand, Elevate, which launched in early 2023. In its first year, the company earned a revenue of around $150 crore, making it one of the most successful sports nutrition companies in India.Â
Impact beyond India
Interestingly, this phenomenon isnât confined to Indian cricketers. Globally, players like AB de Villiers and Michael Clarke have also ventured into business. De Villiers, affectionately known as Mr. 360, has launched a successful range of wines and invested in tech startups in South Africa. Moreover, AB de Villiers co-founded MVMNT Fitness, a fitness app that offers personalised training and wellness programs. It leverages his commitment to fitness and inspires others to adopt healthier lifestyles.
On the other hand, Clarke has built a thriving luxury watch brand, Michael Clarke Timepieces. Yet, cricketers’ entrepreneurial impact is most pronounced in India, with its cricket-obsessed population.
Factors Affecting
There are a lot of factors driving this trend in India. First, the immense popularity of cricket in India offers players unparalleled visibility. According to the Broadcast Audience Research Council (BARC), IPL 2023 witnessed over 426 million viewers in India alone, creating a massive audience base for cricketer-backed ventures. Second, the explosion of social media in India means that players can interact with their fans easily. This is an opportunity for brands to endorse their products to various audiences. For example, Kohliâs Instagram account, with over 271 million followers, is a goldmine for any brand looking for endorsements.Â
Building Businesses From The Ground Up
Cricket has become much more than sports. It’s a way for athletes to make a name for themselves, which goes beyond the field. Yet, not all ventures are smooth sailing. For instance, Yuvraj Singhâs health snack brand, YouWeCan Ventures, struggled to break even initially. However, with strategic pivots and partnerships, it turned profitable in 2022, underlining the resilience required in business.
As cricket continues to evolve, so will its stars’ entrepreneurial journeys. These ventures are no longer just side hustles; they are becoming integral to a cricketerâs identity. Beyond creating wealth, these initiatives drive innovation, create jobs, and contribute to Indiaâs economic growth.
