In a significant shift in India’s sports marketing landscape, Virat Kohli has officially ended his ₹110 crore endorsement deal with Puma, according to several reports. The cricket icon, who had been the face of the German sportswear giant for the last eight years, is now stepping away from the brand that helped shape his commercial legacy.
As per sources close to the matter, Kohli has chosen not to renew his Puma contract, even though the brand was reportedly eager to continue the association. The reason? The former India captain is said to be eyeing something much bigger — a long-term vision to build a global business brand from India that aligns with his values and entrepreneurial goals.
The buzz intensified earlier this week when fans noticed that Kohli had removed all brand-sponsored posts from his main Instagram grid. While many initially speculated it to be a routine digital cleanup, industry insiders quickly linked it to his exit from Puma. Only content related to his personal life and One8 brand remains on the grid, a clear signal of evolving branding strategies.
Reports suggest that Kohli’s next major move in the business world could be revealed during the ongoing IPL 2025 season, where he continues to dazzle on the field for Royal Challengers Bangalore (RCB). With Kohli in red-hot form and fresh off a Champions Trophy 2025 win with Team India, any new announcement is expected to command massive attention — from fans and industry alike.
According to several reports, Kohli has aligned himself with a new-age sportswear venture led by former Puma India MD Abhishek Ganguly. While no official announcement has been made yet, the partnership is expected to be more than a simple endorsement — Kohli is reportedly coming on board as an investor and strategic partner.
This move isn’t just about switching brands — it reflects the growing trend of athletes turning into entrepreneurs, owning stakes in businesses rather than just lending their names. Kohli’s decision mirrors similar global shifts where sportspersons like LeBron James and Roger Federer have taken equity in companies they believe in.
As per industry analysts, this could be a game-changing moment for India’s sporting and athleisure ecosystem. With homegrown brands gaining momentum, having someone like Kohli not just as a promoter but as a stakeholder could help elevate the brand globally — and potentially redefine how sports personalities participate in business.
Meanwhile, Puma emphasized that it remains deeply committed to India. The brand stated its intent to invest further in nurturing the next generation of Indian athletes, promising continued innovation in performance wear and grassroots development initiatives.
For Virat Kohli, this marks the start of a new inning — one where business strategy, brand vision, and personal values converge. And while the Puma era has ended, the anticipation around what’s coming next has only just begun.
Stay tuned newsdailyupdates for more updates.
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