There was a time when the bond between cricket and brands began and ended with endorsements. A bat with a brand logo sticker, a billboard with a cricketer’s face, a 30-second TV spot with a catchy line - that’s how the game was played off the field. But today’s players are in a different league. They’re not just lending their faces; they’re lending their vision, capital, and credibility. Cricketers are moving from fronting campaigns to founding companies, from being brand ambassadors to becoming brand builders. The pitch has widened and ownership is the new innings.
Over the last few years, India’s consumer landscape has evolved rapidly from the D2C boom to the creator economy’s rise and athletes, especially cricketers, have found themselves at the intersection of fandom and entrepreneurship. The same digital tools that helped creators launch personal brands are now empowering sportspersons to do the same. They no longer rely solely on endorsement fees or post-retirement commentary careers. Instead, they are building equity in the very ecosystem they once endorsed, translating influence into ownership and turning celebrity into capital.
In keeping with the rise of athlete-entrepreneurs, Sachin Tendulkar has entered the fray not just as a brand ambassador but as a founder. He recently launched TEN x YOU, a Bengaluru-based sportswear and athleisure label offering cricket-specific footwear and lifestyle apparel tailored to Indian bodies and climates. The brand is co-founded by Tendulkar, Karthik Gurumurthy, and Karan Arora, with backing from investors including Peak XV and Whiteboard Capital.
By building his own brand instead of just endorsing one, Tendulkar embodies the shift from name-lending to stake-holding, from face value to founder value.
When Virat Kohli steps out wearing Wrogn, it isn’t just fashion; it’s part of his portfolio. Wrogn isn’t a brand that merely capitalises on his charisma; it was co-created with him. Kohli didn’t sign up as a brand ambassador, he got into the trenches with the team, helping shape its voice and vibe, and Kohli didn’t stop at Wrogn, he extended the vision through One8 Commune. What’s fascinating is the way these ventures tap into his personality: edgy, ambitious, urban, unapologetically self-assured. It’s not marketing for him, it’s personal.
And that’s the essence of the new movement. Cricketers today aren’t just symbols of aspiration; they are entrepreneurs, visionaries, and stakeholders in India’s booming consumer economy. Their investments aren’t quiet boardroom deals either, they’re often paired with creative campaigns that let fans in on the journey. Jasprit Bumrah for instance, made headlines when he invested in Uppercase, a sustainable luggage brand. He didn’t just write a cheque, he starred in a striking campaign announcing the partnership. The story wasn’t ‘Bumrah endorses Uppercase’, it was ‘Bumrah believes in Uppercase.’
Speaking about this, Sudip Ghose, Founder and CEO, Acefour Accessories (parent company of Uppercase), says, “Having someone like Jasprit come on board as an investor adds more than just visibility - it adds credibility. When a public figure puts their money into a brand, it signals long-term belief, not just a promotional partnership. For us, Jasprit’s investment reflects a shared commitment to a more sustainable, design-driven approach to travel gear. It also opens doors for new collaborations and product innovation.” Ghose adds, “We don’t see Jasprit as a typical brand ambassador. He’s someone who actively contributes ideas—from product features that suit an athlete’s lifestyle to campaign narratives that feel real. He travels extensively and brings in a lot of ideas on adding utility and functionality to our bags. The idea is to co-create, leveraging his understanding of the needs of sports professionals and avid travellers.”
He adds that through the company’s marketing campaigns, they intended to showcase the human side of Jasprit when he is not playing, that is what they did with the ‘Batana Bhul Gaya’ campaign, where they brought to life the banter and chemistry between Jasprit and Sanjana and the role Uppercase plays in his life. They showcased that investments are often a family decision, and through the campaign, they onboarded Sanjana too.
Cricketer Jasprit Bumrah says, “I have always admired Uppercase’s ethos of creating environmentally friendly bags from recycled materials, a mission that strongly resonates with both my wife and me. As we consider the future for our children and the upcoming generation, it becomes increasingly essential to support brands that emphasize sustainability. By choosing to invest in Uppercase, I feel proud to be part of a movement that aligns with my values and aspirations for a more sustainable planet.”
Cricketer Ravichandran Ashwin, known for plotting wickets with surgical precision, took a different route altogether by investing in VOC Automotive, India’s multi-brand two-wheeler service network. Even Captain Cool, MS Dhoni, who has famously guarded his personal brand with the calm precision of a well-timed helicopter shot, has chosen to invest in Garuda Aerospace. Dhoni has always been about efficiency, discipline, and systems that work quietly but powerfully. Garuda, which specialises in drone tech for sectors like agriculture and disaster management, speaks to a very different kind of legacy, one of enabling growth from the grassroots, literally.
Agnishwar Jayaprakash, Founder and CEO, Garuda Aerospace says, “Having MS Dhoni as both an investor and our brand ambassador has been a game-changer. His values of discipline, performance, and calm leadership align beautifully with what we stand for at Garuda Aerospace. His presence not only boosts our brand visibility but also sends a strong message to the industry and our customers that drone technology is the future, and it’s worth believing in. Dhoni’s keen interest in farming and agriculture is a natural fit with our focus on agricultural drones. Furthermore, his association with the Indian Army resonates strongly with our initiatives in the defense sector, where our drones have significant applications. So, it’s not just about celebrity endorsement; it’s about a meaningful connection with our brand’s mission and vision.”
Then there’s Yuvraj Singh, whose power-packed performances on the field were matched by resilience and purpose off it. His co-founding of Twiddles, a clean-label snacking brand committed to honest, nutritious ingredients, reflects a growing consumer shift toward mindful indulgence. Known for living life on the front foot, Yuvraj is now channeling that same energy into building a brand that encourages better choices without compromising on taste.
What’s equally compelling is how this trend isn’t restricted to Indian cricket stars. Former England captain Kevin Pietersen has thrown his hat into the Indian business ring with Ardent Alcobev, a company building a premium portfolio of ‘bottled-in-origin’ spirits for Indian consumers. With a bold ambition to reshape the premium alcobev landscape in India, Pietersen’s move reflects a sharp understanding of both the evolving Indian palate and the rising aspiration for global-quality, authentic beverages.
According to Debashish Shyam, Co-Founder & Director, Ardent Alcobev Pvt. Ltd, “Partnering with a global cricketing icon like Kevin Pietersen brought authenticity and visibility. Kevin’s association with Dram Bell goes beyond celebrity; it’s an endorsement of our brand values — boldness, quality, and legacy. Having Kevin Pietersen as a marquee investor in Dram Bell has opened conversations across trade, media, and consumers alike. It lends tremendous credibility. When a cricketer of Kevin’s stature believes in the product enough to invest in it, not just endorse it, — it builds trust.” And trust is what moves cases off shelves. “Dram Bell sold 60,000 bottles in 60 days — a testament to that trust,” Shyam adds.
Explaining further, he adds, “Kevin isn’t just in our ads — he’s at the heart of the Dram Bell story. He’s involved in crafting the tone, the storytelling, and the experiences around the brand.” Talking about their launch, Shyam says, “Our launch campaign — The Epic Match: India Meets Scotland, was a direct result of our collaborative ideation with Kevin. He brings not just visibility, but insight into what today’s consumer finds engaging and credible. His personality gives Dram Bell a voice.”
For Pietersen, who always brought a swagger and fearlessness to his cricket, Ardent is a natural extension of his persona—distinctive, refined, and bold. And in India, where the beverage market is heating up, it’s not just about launching another bottle—it’s about bottling a lifestyle.
Kevin Pietersen, former England cricket captain & Marquee Investor, Ardent Alcobev Pvt. Ltd., says, “After cricket, I’ve always looked to back things I believe in — things that reflect quality, integrity, and purpose. When I first heard about Dram Bell, I saw a chance to be part of something meaningful. It wasn’t just another label; it was a whisky with a real story and a team that wanted to build something authentic for India.” Pietersen adds, “Investing in Dram Bell was a way to bring my own passion into the world of premium spirits. I’m hands-on with Dram Bell. From campaign ideas to how the product shows up on shelves, I like being involved. I’ve worked with the team on our brand positioning, events like The Epic Match, and messaging. I’m not here just for photoshoots. I’m here to help build something — and with Dram Bell, we’re doing just that.”
This trend is not just about cricketers diversifying their income streams. It’s about narrative control. It’s about rewriting the script from being a brand vehicle to being a brand architect. In a country where cricket is religion and cricketers are demigods, the power of influence is immense. And now, with a maturing startup ecosystem and audiences craving authenticity, this is a moment tailor-made for athlete-entrepreneurs.
Fans, too, are no longer passive spectators. They want to know what their favorite stars believe in, what they eat, wear, drive, and now, what they invest in. The trust equation is deeper when there’s skin in the game. If Kohli is launching a label, it must mean he wears it. If Bumrah is backing a luggage brand, it’s probably the one he uses. That kind of credibility is hard to buy through advertising alone, but it flows naturally through investment-led storytelling.
So next time you see a cricketer in an ad, look a little closer. They might not just be endorsing the brand, they might be building it. In the world where cricket meets commerce, the scoreboard now tracks more than just runs. It counts impact, equity, vision and the courage to bet big on ideas that matter.
What’s next could be even more interesting. With women’s cricket gaining mainstream traction and crossover appeal, we might soon see players like Smriti Mandhana or Harmanpreet Kaur fronting or founding ventures that mirror their ethos — fitness, fashion, wellness, or grassroots development. The ownership model could also extend into content creation, with cricketers co-owning digital IPs, documentaries, or lifestyle platforms. As the lines between sport, business, and storytelling continue to blur, the modern athlete-entrepreneur is emerging not just as an icon, but as an institution builder.
