Virat Kohli, the Superstar cricketer, unveiled his new management team, ‘Sporting Beyond’, on 7 November yesterday. The former India captain said he was thrilled to be collaborating with this new venture because their values – integrity, transparency and passion for sports – are similar to his core values. Kohli also said that all his business interests from now onwards would be looked after by ‘Sporting Beyond’.
This decision was a few months back when news first surfaced that Kohli had parted ways with his long-time management firm, Cornerstone, which was headed by his manager Bunty Sajdeh. This indeed brought to an end a very vital chapter of Kohli’s career.
Kohli posts about his new management team on social media
Kohli, through a social media post, “I am excited to announce a fresh start with Sporting Beyond, my new team, who have been working with me for a while now. The team at Sporting Beyond shares my goals and values of transparency, integrity and a love for sport in all its forms,” he said. “This opens a new chapter for me as I look forward to my partnership with my new team, who will be working with me on all my business interests.”
Kohli has, during the last ten years, built an important brand, and one of the sport’s most marketable athletes. He has tremendous power both on and off the field with the fabulous career he has built with cricket in the game, through this year’s win with T20 World Cup. Anushka Sharma’s husband retired from T20 internationals, but he continues playing, both in Tests and ODIs.
Kohli’s brand value stands at USD 227.9 million, up 29% in 2023. Moreover, Kroll’s Celebrity Brand Valuation Report states that such an enormous reach on social media, combined with consistent fielding performance. It makes Kohli one of the most famous celebrities for endorsements across multiple industries.
Kohli will next be in action during the five-test series against Australia in what should turn out to be an exciting five-match test series starting November 22 in Perth.
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