Indian cricket icon shifts focus from endorsement to equity in sports marketing shake-up
Virat Kohli has officially concluded his blockbuster $13m (₹110 crore) endorsement deal with Puma, ending an eight-year partnership that stood as one of the most high-profile brand associations in Indian sports history. Reports now suggest that the former India captain is set to join Indian athleisure startup Agilitas Sports—not just as a brand ambassador, but as an investor.
The development marks a strategic pivot in Kohli’s brand portfolio and could reshape the Indian sportswear landscape, blending celebrity equity with entrepreneurial ambition.
Kohli completes full eight-year Puma contract
Back in 2017, Kohli made headlines by signing a groundbreaking deal with German sportswear giant Puma, worth ₹110 crore over eight years. Despite speculation in 2023 that he was seeking an early exit, Kohli ultimately honored the full duration of the contract.
“Puma enforced the contract terms inked in 2017 that had signed Kohli on to an eight year-association worth an astronomical Rs 110 crore,” Mint reported, citing sources familiar with the matter.
Agilitas Sports: Kohli’s next play in Indian athleisure
Kohli is now reportedly preparing to partner with Agilitas Sports, a new Indian sportswear venture founded in mid-2023 by former Puma India Managing Director Abhishek Ganguly, along with co-founders Atul Bajaj and Amit Prabhu—both also ex-Puma India executives.
The startup entered the scene with an impressive ₹470 crore seed funding round, signaling big ambitions in India’s fast-growing sportswear and lifestyle apparel market.
“Having seen his contract through, the star cricketer is now set to join Agilitas as an investor,” reported Mint, referencing multiple sources familiar with the deal.
A shift toward equity-driven athlete partnerships
If confirmed, Kohli’s involvement with Agilitas represents a growing trend in Indian athlete-brand relationships, where top talent seek not just endorsement fees but ownership stakes and long-term brand-building opportunities.
The move would align with global trends where elite athletes increasingly take on entrepreneurial roles—leveraging their influence to drive value and impact through equity, not just appearances.
While neither Kohli nor Agilitas Sports has officially confirmed the partnership, the news has generated significant buzz across the sports business and marketing ecosystem.
Redefining athlete entrepreneurship in India
As one of India’s most influential public figures, Virat Kohli’s shift from global endorsement to homegrown investment could inspire a new playbook for athlete entrepreneurship in the country. The move also bolsters Agilitas’ positioning as a serious challenger in the competitive Indian sportswear market.
Whether this partnership signals the start of a broader athlete-investor trend remains to be seen—but with Kohli leading the charge, the eyes of the industry will be watching closely.
Name of Author: Cricexec Staff
