MUMBAI: At a time when the sentiment towards the Indian cricket team is down, Virat Kohli is shining brightly. Brands are chasing the young cricketer due to his performance and personality which has led to a jump in his fee.

Vicks has stitched a brand endorsement deal with Vicks.

While not talking about new deals, Cornerstone promoter Bunty Sachdev said that the player has breached the Rs 30 million endorsement threshold; it now hovers around Rs 35-40 million.

Kohli currently endorses 12 brands. A handset brand and a telecom operator are currently negotiating to sign him
up.

Another sports marketing expert says that Kohli is the face of the cricket team‘s future. That combined with his aggressive personality makes him desirable for brands. "The price, though, will depend on the kind of brand he is going to be associated with. If it is a premium brand, then he might charge a litttle less. If it is relatively unknown, then his price would be on the higher side which would mean anywhere between Rs 25-35 million for endorsement," he said.