Cricketers surpass Bollywood stars in the brand market

Cricket’s widespread popularity in India, combined with players’ global achievements, makes them both relatable and aspirational. While Bollywood actors remain influential, they are gradually sharing the limelight with cricketers. Recent research highlights this shift, as cricketers have overtaken Bollywood stars in celebrity popularity. The Brand Endorsement Report 2024 by Hansa Research confirms that cricketers now lead as India’s top brand ambassadors, surpassing Bollywood actors.

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Cricketers Dominate Endorsement

Athletes such as Virat Kohli, MS Dhoni, and Sachin Tendulkar are top picks because of their broad appeal, trustworthiness, and massive fan base. “What distinguishes cricketers from other celebrities is their remarkable ability to connect with audiences emotionally and aspirationally,” noted Ashish Karnad. “From the nostalgic legacy of Sachin Tendulkar to the dynamic energy of stars like Virat Kohli and MS Dhoni, their dedication and resilience have earned them widespread admiration.”

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Kohli and Dhoni Shine On and Off the Field

The research was conducted through online questionnaires to 4000 respondents across 36 cities in India. Their overall appeal was adjudged on the basis of 29 sub categories within broader industry categories. Kohli is currently in Australia where he is taking part in the Border-Gavaskar Trophy. He scored his 30th Test century at the Optus Stadium in Perth to help India win the series opener by 295 runs. Dhoni, on the other hand, will be seen in the 2025 edition of the Indian Premier League (IPL) after being retained by Chennai Super Kings (CSK).

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