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Shreyas Iyer's anticipated boost in brand value, propelled by leading the Punjab Kings to the IPL final, marks a significant turning point in his career trajectory. After an eleven-year wait, the Punjab Kings' appearance in the Indian Premier League (IPL) final promises to increase Iyer's brand worth by 20-25%, according to talent consultants. This surge is not solely based on the team's success but also on Iyer's individual achievements. His unbeaten 87-run captain's knock in Qualifier 2 against Mumbai Indians on June 1 solidified his position as a valuable player and a capable leader. This accomplishment is particularly noteworthy as Iyer has achieved the rare feat of leading three different IPL teams into the final, a first in the history of the world's second-richest sports league. He previously led Kolkata Knight Riders to the title in 2024 and Delhi Capitals to their first final in 2020, showcasing his consistent leadership across different franchises. The financial investment made by Punjab Kings in acquiring Iyer further emphasizes his perceived value. In the last auction, they paid ₹26.75 crore for him, making it the second-highest IPL auction bid ever after Lucknow Super Giants' ₹27 crore bid for Rishabh Pant. This substantial investment reflects the expectation that Iyer would not only perform well on the field but also contribute significantly to the team's brand and marketability. Moreover, his reinstatement into the Board of Control for Cricket in India (BCCI) central contracts for the 2024-25 season, following a successful outing at the Champions Trophy 2025, underscores his resurgence and reaffirms his importance to Indian cricket. He was placed in Grade B after being overlooked in the previous season, highlighting the recognition of his improved form and contributions. Currently, Iyer commands ₹1.5 crore for a one-day advertisement association per year, positioning his brand value in the third most important tier within the cricketer ecosystem. This puts him in the same league as Rishabh Pant and K.L. Rahul in terms of endorsement charges, although he is still behind the top-tier cricketers such as Virat Kohli, Rohit Sharma, Jasprit Bumrah, and Hardik Pandya. Shubhman Gill and Suryakumar Yadav occupy the space between Iyer and the top players, charging more than Iyer but less than the established stars.
Nikhil Bardia, head of Reliance Industries Ltd-owned RISE Worldwide Ltd, who manages Iyer, anticipates a further escalation in his fee due to the increasing inquiries. He suggests that Iyer's captaincy during the tournament will likely attract 4-5 more deals in the coming months. Bardia also believes that Punjab Kings' entry into the final is poised to increase his valuation by 20-25%, irrespective of the team's performance in the final match. Iyer is currently engaged in short-term, non-exclusive contracts with brands like Nike, Dream11, and InCred Finance. He is also receiving inquiries from various sectors, including audio and wearable brands, men’s grooming brands, protein supplement brands, and fragrance companies, indicating a broad range of potential endorsements. Despite the projected increase in brand value, the strategy is not to aggressively raise endorsement fees immediately. Instead, his management agency plans to focus on expanding his reach and establishing him as a prominent figure in the world of sports and lifestyle brands. Bardia emphasized Iyer's solid batting skills and strong positioning, stating that leading three teams to the final showcases his leadership capabilities. He predicts that Iyer will be among the top five batters this season and will become a highly marketable face in sports and lifestyle branding. Brand valuation companies also suggest that Iyer's growing stature, especially if he leads Punjab Kings to victory against Royal Challengers Bengaluru, could position him among the IPL’s most bankable names. This potential victory could significantly enhance his appeal to brands and further solidify his position in the cricketing world.
Harsh Talikoti, senior vice president at investment firm Houlihan Lokey, acknowledged Iyer as a dependable performer but noted that he is not yet in the same brand league as Shubman Gill, who has been marketed as the heir apparent with marquee endorsements. He believes that Iyer's previous title win with Kolkata Knight Riders in 2024 has already established his capabilities, but his gritty leadership and composure under pressure during the current season have provided him with a unique moment that Gill hasn’t quite had yet on the big stage. Talikoti suggests that if Iyer delivers again in the final, it could lead to a realignment in how brands perceive him, potentially recognizing him as one of the most successful captains in the cricket league. He highlights the emotional connection—the underdog delivering when it matters—as a powerful boost to Iyer's brand value, suggesting that the narrative surrounding his success could significantly enhance his marketability. However, Sandeep Goyal, chairman and managing director of advertising agency Rediffusion, offers a more cautious perspective. He argues that one exceptional innings does not necessarily translate into a significant shift in personal brand value. While acknowledging Iyer's brilliant and brave knock, Goyal contends that every IPL season features superlative innings, and this particular performance may not redefine or pivot his personal brand. Goyal points out that, despite playing 14 Tests and 70 One-Day Internationals, Iyer has not firmly established his place in the Indian team. He concludes that Iyer's brand will likely remain a medium voltage brand, even with occasional moments of brilliance during his cricket journey. The ultimate impact on Iyer's brand value will depend on his sustained performance and consistent visibility, as well as the strategic marketing efforts of his management team.
Source: Shreyas Iyer’s brand value is poised to surge as he leads Punjab Kings into the IPL final