Kohli's endorsement fees see a 'Virat' jump to Rs 5 cr a day

The cricketer's fee earlier ranged between Rs 2.5-4 cr a day

Indian cricket team captain Virat Kohli has increased his endorsement fee to Rs 5 crore a day for new contracts, the highest charged by any celebrity in the country, possibly putting the 28-year-old in the league of international sports stars, according to a report published by The Economic Times.  
 
The cricketer’s fee earlier ranged between Rs 2.5 crore and Rs 4 crore a day. The increase comes as the renewal of his endorsement deal with cola maker PepsiCo is being negotiated which stands till April 30. 
 
Kohli is undecided about renewing the Pepsi contract, given the health concerns associated with colas, according to people aware of his plans.
 
This has not only surpassed former captain M S Dhoni's charges at his peak, but also that of Bollywood stars such as Ranveer Singh and Ranbir Kapoor, further reported the financial daily.
 
Cornerstone Sport, the agency representing Kohli, declined to comment on the cricketer's fee. 
 
On average, companies sign contracts with celebrities for two to four days in a year. On these contracted days, the celebrity could be asked to shoot for commercials, appear at events, engage with fans, meet the media or interact with employees. A Rs 5 crore-a-day deal translates into Rs 20 crore a year for four days.

Bollywood actors Shah Rukh Khan and Aamir Khan charge Rs 3-3.5 crore per day. 

Colas have been at the receiving end of health activists and urban consumers are shifting to low sugar beverages.
 
Last month, Kohli became the first Indian sportsperson to sign an eight-year, Rs 110-crore endorsement deal with German sportswear Puma. Kohli also endorses Audi cars, MRF tyres, Tissot watches, Gionee phones, Boost milk drink, Colgate toothpaste and Vicks lozenges, among others.

Also Read: Sourav Ganguly powers down the endorsement pitch

A report in 2016 from Duff & Phelps, a global valuation and corporate finance firm, placed Kohli's brand value at $92.4 million, behind just Shah Rukh Khan ($131.2 million).

Soccer icon Cristiano Ronaldo topped the list of world's highest earners in sports last year with earnings of $88 mn, according to Forbes annual survey. This included $32 million from endorsements. The Real Madrid footballer endorses brands such as Armani, Castrol, Tag Heuer, Nike reported The Sun. 
 
The second-richest sports star was Lionel Messi with earnings of $81.4 million, including $28 million from sponsors. There are no cricketers in Forbes list, which mainly features stars from soccer, tennis, golf, basketball, baseball, auto racing and boxing.