Virat Kohli Ends 8-Year Puma Sponsorship Deal Worth Rs. 110 Crore, Joins Agilitas Sports

The sports endorsement landscape in India has witnessed a major shift as cricket superstar Virat Kohli concludes his lucrative partnership with global sportswear giant Puma. After an impressive eight-year collaboration worth Rs. 110 crore, Kohli has decided to back homegrown athleisure brand Agilitas Sports, taking on dual roles as investor and brand ambassador.

Since 2017, Kohli has been the face of Puma in India, signing what was then the largest endorsement deal by an Indian athlete. The partnership helped Puma establish a strong foothold in the competitive Indian sportswear market, with Kohli's influence extending across cricket fans and fitness enthusiasts alike.

Kohli's transition to Agilitas Sports marks a significant vote of confidence for Indian athletic brands. As one of cricket's most marketable athletes, his decision to invest in and represent a homegrown company could inspire a shift in the endorsement preferences of other sports personalities.

"I believe in supporting Indian entrepreneurship and innovation," Kohli reportedly stated when discussing his new venture with Agilitas Sports.

This high-profile sponsorship change highlights the evolving sports endorsement landscape in India. Celebrity athlete endorsements continue to drive consumer behavior, with brand partnerships becoming increasingly strategic rather than purely commercial.

While Puma loses one of its most valuable brand ambassadors in the Indian market, the company has established a solid presence during their eight-year association with Kohli. Meanwhile, Agilitas Sports gains immense visibility and credibility through Kohli's involvement as both investor and ambassador.

As Kohli enters a new chapter in his commercial partnerships, fans will be watching closely to see how this collaboration develops and what innovative products might emerge from this partnership between India's cricket icon and the ambitious athleisure startup.