Brand Value: With net worth of $92 million, Virat Kohli is now ranked second after Shah Rukh Khan

Virat Kohli's brand value witnessed a significant jump of late as he is now worth $92 million, only second to Bollywood superstar Shah Rukh Khan ($131 million).

New Delhi: Indian cricket skipper Virat Kohli's performances across formats have brought him several laurels in the last few months. The star batsman's brand value also witnessed a significant jump of late as he is now worth $92 million, only second to Bollywood superstar Shah Rukh Khan ($131 million).

According to a report in The Hindustan Times, the Delhi-born cricketer's brand value has increased by 20-25 percent after his appointment as the captain of India’s One-Day International (ODI) and Twenty20 International (T20I) teams.

While Kohli was in sensational form in the first half of 2016, he emerged as a different cricketer altogether in Tests in the second half. He also recently became the first cricketer to hit four consecutive double tons in the five-day format.

The newspaper quoted several biggies who explained how performances make a crucial impact on the brand value of a celebrity.

“Performance improves the perceived value of a brand ambassador,” said Tuhin Mishra, co-founder and managing director of Baseline Ventures, a sports marketing, entertainment and licensing firm. As does position. “The moment Virat Kohli became captain of ODI and T20, his value would have gone up by 20-25% as is the norm,” Mishra added.

“The track record of a sports player has a direct bearing on his attractiveness as a brand endorser. Given the consistent and unbeatable record of Virat Kohli, companies that want to position themselves as a market winner will definitely look to sign him on as a brand ambassador,” said Aviral Jain, director at Duff & Phelps.

As a result of his enormous success, several companies have endorsed the Indian captain, who currently endorses more than 20 brands under his name. Smartphone maker Gionee and luggage maker American Tourister are two of the latest brands to have signed him up.

Kohli’s manager Bunty Sajdeh also agreed to the fact that Kohli's recent performances have made him more bankable.

“But these records for us are more about reassurance and vindication rather than measuring how much more interest we can garner,” he added.

Experts also believe that the day is not far when Kohli will create history in terms of endorsement deals in India as well.

“We are not far from the day when Kohli could easily be the most expensive brand ambassador in the history of endorsements in India, and justifiably so,” said Anirban Das Blah, founder and chief executive of CAA Kwan.