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Team India veteran Virat Kohli has officially joined Sporting Beyond, a sports management firm co-owned by former India coach Ravi Shastri.
NEW DELHI: Team India veteran Virat Kohli has officially joined Sporting Beyond, a sports management firm co-owned by former India coach Ravi Shastri. Founded in 2021, Sporting Beyond will now manage all aspects of Kohli’s business interests. In his announcement on social media, Kohli shared his excitement for the partnership, saying the firm aligns with his values of integrity, transparency, and love for the sport. The post, captioned “My New Team,” quickly sent social media into a frenzy, with fans and followers responding in droves. One comment humorously captured the sentiment, saying, “Gave a shock to the nation.”
This partnership signals a fresh start for Kohli, who ended his long-standing association with celebrity management company Cornerstone earlier this year, a relationship that included Bunty Sajdeh, his long-time manager. “I am excited to announce a fresh start with Sporting Beyond, my new team, who have been working with me for a while now,” Kohli said in his statement, underscoring his confidence in this new direction.
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Kohli’s decision to join Sporting Beyond reflects his desire for a fresh start with a team that aligns closely with his personal and professional values. Known for his commitment to integrity, transparency, and an unwavering love for sports, Kohli saw these values mirrored in Sporting Beyond, making the partnership a natural fit. The firm will now oversee all facets of Kohli’s business interests, from managing endorsements and sponsorships to enhancing his brand value through strategic collaborations and innovative campaigns.
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With an impressive estimated brand value of $227.9 million, Kohli ranks among the world’s most marketable athletes, and Sporting Beyond aims to further elevate this status. Kohli’s massive social media following, consisting of millions of engaged fans, amplifies his influence and strengthens his brand, providing significant leverage for the firm’s brand-building initiatives. Additionally, Sporting Beyond will support Kohli’s philanthropic goals, focusing on efforts in education, health, and sports development across India.
Kohli will soon take the field in the much-anticipated Border-Gavaskar Trophy against Australia, beginning November 22, 2024. Beyond his on-field commitments, the new partnership signals his plans to increase involvement in sports-related ventures and pursue broader philanthropic goals that resonate with his values.
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The sports and business communities have warmly welcomed Kohli’s decision, with industry peers and fans expressing strong support. Kohli’s move underscores his leadership and continued influence, both on and off the field, as he begins an impactful new chapter with Sporting Beyond.
