Cricketers are bigger than Bollywood stars in the brand market

Cricket’s immense popularity in India and the players’ performances on the global stage make them relatable and aspirational figures. In contrast, Bollywood actors, while still significant, are increasingly sharing the spotlight with cricketers. But in a latest research, cricketers have emerged as the more popular celebrities than the Bollywood stars.
According to the Brand Endorser Report 2024 by Hansa Research, cricketers have surpassed Bollywood actors as leading brand ambassadors in India. Athletes like Virat Kohli, MS Dhoni, and Sachin Tendulkar rank among the top choices for endorsements due to their wide appeal, trustworthiness, and immense fan following.
Ashish Karnad, the Executive Vice President at Hansa Research, explained how the cricketers have the ability to connect with their fans.
“What sets cricketers apart from other celebrities is their unique ability to connect with audiences on both emotional and aspirational levels. Whether it’s the nostalgia tied to legends like Sachin Tendulkar or the electrifying energy of stars like Virat Kohli and MS Dhoni, their hard work and perseverance have earned them admiration,” Ashish Karnad said.
“Seen as real-life heroes who have risen from humble backgrounds to make their country proud, they have emerged as dominant brand endorsers, highly preferred by brands to communicate their messages and inspire trust among diverse audiences,” he added.
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).