Virat Kohli announces ‘fresh start’ with Sporting Beyond for his business interests

Star Indian cricketer Virat Kohli on Thursday announced that he had joined hands with management company 'Sporting Beyond' for his business interests.

"I am excited to announce a fresh start with Sporting Beyond, my new team, who have been working with me for a while now. The team at Sporting Beyond shares my goals and my values of transparency, integrity and a love for sport, in all its forms. This opens a new chapter for me as I look forward to my partnership with my new team, who will be working with me on all of my business interests," said Virat Kohli in his announcement post.

The development comes after ET reported officials maintained that the partnership is ongoing amid rumours. Sport Beyond specialises in sports marketing, advising, and consulting services.


As of now, cricketer Virat Kohli remains at top for endorsements as has reclaimed the number one spot with a brand value of $227.9 million, pushing Bollywood star Ranveer Singh to second place at $203.1 million, as per Kroll's latest celebrity brand valuation study titled 'Brands, Business, Bollywood'.

This year, it has been a rollercoaster ride for Kohli on the field. While he celebrated a few historic milestones, Kohli has also faced struggles of late. The right-handed batting maestro missed the England Tests early in 2024 but came back strong to help India secure the T20 World Cup in Barbados. However, his form has been inconsistent, particularly in the recent Test series against New Zealand, where he managed low scores, which contributed to India’s 3-0 series defeat.

Recently, his rankings also dropped, leaving him ranked 22nd in the latest ICC Test rankings, below Pakistan’s Babar Azam and Mohammad Rizwan.

As India prepare for the Border-Gavaskar Trophy, Kohli’s form remains a focal point.

Known for his fierce performances and awe-inspiring records against Australia, Kohli’s experience and aggressive style have often been crucial in neutralizing Australia’s powerful bowling.

Now, all eyes will be on him to reignite that spark and lead India's batting acumen in what is going to be a crucial series in the context of the ICC World Test Championship (WTC) finals.