The Business of Virat Kohli - How Free Internet Fueled His Rise

Summary

The video script highlights Virat Kohli, the world's highest-paid cricketer and a global sports icon. Celebrated in India for his skill and charisma, Kohli transcends cricket, becoming a cultural phenomenon with a massive following. His influence extends beyond the field, with a significant presence in the Indian Premier League and numerous high-profile endorsements targeting the urban youth demographic. The script also touches on his strategic brand management and the role of digital accessibility in his rise to fame.

Takeaways

• 🏏 Virat Kohli is one of the highest-paid and most famous athletes in the world, known for his influence and cricketing prowess.
• 🌟 Kohli is the captain of the Indian cricket team and is recognized as the best batsman globally.
• 🇮🇳 In a cricket-obsessed nation of 1.3 billion people, Kohli stands out as an idol and major celebrity.
• 🔥 Unlike previous cricketers, Kohli is known for his confrontational and passionate approach both on and off the field.
• 💸 Despite cricket players generally earning less than athletes in other sports, Kohli's annual earnings of $26 million make him an exception.
• 🏆 The Indian Premier League (IPL), modeled after the NBA, has significantly boosted Kohli's earnings and status.
• 📱 The launch of Reliance Jio and the surge in smartphone usage in India have made Kohli more accessible and visible to millions.
• 💪 Kohli's marketability is tied to his image as a fitness and style icon, targeting urban youth with brands like Puma, Google Duo, Uber, and Audi.
• 💼 Kohli's brand is managed by his agent, Bunty Sajdeh, who has crafted his image to appeal to a young, urban demographic.
• 👫 Kohli's relationship with Bollywood actress Anushka Sharma has elevated his celebrity status, making him a constant figure in the media.

Q & A

Who is the athlete discussed in the script, and how is he compared to other famous athletes?

The athlete discussed is Virat Kohli, who is compared to famous athletes like LeBron James and Cristiano Ronaldo. Despite not being from sports like basketball or football, Kohli is one of the highest paid and most famous athletes globally.

What is Virat Kohli's role in Indian cricket?

Virat Kohli is the captain of the Indian cricket team and is widely acknowledged as the best batsman in the world.

How does Kohli's fame and earnings compare to the population of India?

Kohli is immensely popular in India, a country with over 1.3 billion people. Most of India's cricket-crazed population knows him, which is a significant contrast to the smaller populations of Europe and the Americas combined.

How does Kohli's behavior on the field differ from earlier Indian cricketers?

Unlike earlier Indian cricketers who preferred to let their bat do the talking, Kohli is known for not shying away from confrontations on the field or at press conferences. He has built a reputation for never standing down and not giving an inch on the field.

Why is Kohli the only cricketer on the Forbes List of Top 100 highest paid athletes?

Kohli is the highest paid cricket player with total annual earnings of $26 million, which dwarfs those of his colleagues. This is due to his significant endorsements and the high earnings from the Indian Premier League (IPL).

What impact did Reliance Jio and cheap smartphones have on Kohli's popularity?

Reliance Jio, launched by India's richest man Mukesh Ambani, offered free mobile data and cheap prices, leading to millions of new internet users in India. This coincided with Kohli's peak form, allowing many to stream his matches and follow his social media, significantly boosting his popularity.

How has Kohli transitioned from a national sports star to a celebrity?

Kohli transitioned to a celebrity status much like David Beckham, aided by his relationship with Bollywood star Anushka Sharma and his strong social media presence. His marketable image and numerous endorsements have also contributed to this transition.

Who manages Kohli's brand and what strategy do they use?

Kohli's brand is managed by his agent Bunty Sajdeh. The strategy involves targeting the urban youth demographic and focusing on segments like fashion, health and fitness, and sports. Kohli's endorsements and investments align with this audience.

What are some of the major brands Kohli endorses?

Kohli endorses major brands like Puma, Google Duo, Uber, Tissot, Audi, and Phillips. These brands target the urban Indian population, fitting Kohli's brand image.

What has been the impact of Kohli's own athleisure brand 'One8'?

Kohli's athleisure brand 'One8', in collaboration with Puma, has been highly successful. It contributed significantly to his earnings and to Puma's sales growth in India. The brand targets urban youth with a focus on fashion, health, and fitness.

What distinguishes Kohli's marketing strategy from other cricketers?

Kohli's marketing strategy is data-driven and highly focused on maintaining a strong brand image. He only works with partners that align with his brand values and avoids endorsing products that do not fit his healthy lifestyle. This clarity has built strong credibility for his brand.

How is Kohli's personal transformation linked to his brand image?

Kohli's personal transformation, including his shift to a vegan diet and a rigorous workout routine, is closely linked to his brand image. His marketing team ensures that his physical fitness is always associated with his name, enhancing his appeal as a fitness icon.