By Shivaji Dasgupta
Niccolo Campriani, Sports Director of the 2028 Los Angeles Olympics Organising Committee, credited Virat Kohli’s stupendous social media following (340 million) as a key factor for reinstating cricket, last witnessed in 1900. As speculations rise on Kohli’s inclusion for the 2024 ICC T20 World Cup, the organisers in the US are suitably fretting on crowd impact and broadcasting appeal. The socio-economic impact of brand Kohli is seemingly mightier than even his legendary batsmanship.
The debate on Kohli’s candidature for 2024 emanates from a notable precedent in 2007, when prolific seniors voluntarily skipped Dhoni’s winning squad. Many fans and experts argue that India’s IPL-lubricated young brigade outscores the legends in terms of actionable hunger and thus a sharper proposition for the elusive ICC title. However, the balance sheets of the cricketing universe may lead to a different outcome.
Statistical and observational evidence suggests that cricket is becoming less profitable globally. According to Statista, The England and Wales Cricket Board registered end-of-year profits of £12.42 million in 2022/23, a decrease of over £8 million from the previous period. ICC’s net surplus was down by 36% in 2022 and only the BCCI is showing spectacular growth.
Under such troubling circumstances, catcher brands like Kohli are indispensable for furthering customer interest, considering his geography-agnostic iconicity.
Fiery yet charming, Kohli is pure gold in this scenario, nobody remotely in the periphery. For the South Asian diaspora, sincerely keen to make cricket attractive to the next gens, often at an unattainable run rate. To universal sporting audiences, whose entry point is often the allure of icons, persona prevailing over familiarity.
It is thus deeply possible, in 2024 and 2028, that brand Kohli takes precedence over batsman Kohli for selection. Arguably, the ‘winning’ interests of the nation may well become secondary to the ‘win-win’ dimensions of the sport at large.
Kohli versus Kohli is a case study in the making. Brand performance, in high-end global sport, being redefined by well-manicured powers of attraction and not present-day credibility of delivery. Whoever may lose, Kohli will certainly win.
The author is an autonomous brand consultant and writer