Virat Kohli switches to Sporting Beyond to manage biz interests

Virat Kohli

Ace cricketer Virat Kohli, India's most valuable celebrity in terms of brand endorsements, has announced a new management team - 'Sporting Beyond', a consultancy company that has player-turned-commentator Ravi Shastri as a stakeholder, alongside Jaiveer Singh Panwar.

The move follows Kohli’s recent split from his long-time management company, Cornerstone, which had been led by his manager Bunty Sajdeh.

The former India captain expressed that the firm shares his core values of integrity and transparency, as well as his passion for the sport. Kohli also mentioned that the new team will manage all his business ventures.
 
"I am excited to announce a fresh start with Sporting Beyond, my new team, who have been working with me for a while now," Virat said in a statement on social media.

"The team at Sporting Beyond shares my goals and my values of transparency, integrity and a love for sport, in all its forms. This opens a new chapter for me as I look forward to my partnership with my new team, who will be working with me on all of my business interests," he added.

With a remarkable social media presence — 65.3 million followers on X and 271 million on Instagram — the 36-year-old remains one of the most sought-after faces for brand promotions. Known for his marketability and strong influence, Kohli has been at the top of brand endorsements, underpinned by his consistent cricketing excellence over more than a decade.