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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.