Fourteen and fearless, Vaibhav Suryavanshi's record-breaking ton sends marketing world into overdrive
Baby-faced batsman Vaibhav Suryavanshi of Rajasthan Royals, all of 14, launched a stunning assault on Indian Premier League title contenders Gujarat Titans' bowlers this week, marking the arrival of a new superstar in the country's most popular and commercially viable sport.
As Suryavanshi's blazing century in just 35 balls sent the packed stadium in Jaipur into a frenzy, talent managers' phones began buzzing as brand marketers explored early deals. His performance also raises the question whether the youngster from Bihar will follow in the footsteps of several illustrious predecessors in the parallel arena of brand marketing to sell everything from colas to suits. The opinion is sharply divided. While some warn of early burnout and urge caution and patience, others have started to think of tactical deals.
'We're seeing significant brand interest in Suryavanshi, driven by his current sensational performance," said Nikhil Bardia, head of Rise Worldwide, the talent management and sports marketing arm of conglomerate Reliance Industries, adding that most brands are approaching this as a tactical opportunity for the short term.
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'As he evolves and develops a more defined personality, we expect his value proposition to shift toward more strategic partnerships," Bardia said.
'He is 14 and fearless," said Vinit Karnik, managing director at GroupM and head of its integrated sports, entertainment and content verticals, adding that brands will watch his growth trajectory very closely and echoing Bardia's point on tactical deals while noting that the smart thing to do now may be to let him enjoy the moment from a sporting perspective.
'He's making the right noises and is quite measured in his interviews. What events he turns out at, how he conducts himself on the field in terms of his performance and off the field, all of that will be noticed," Karnik added.
Some others are being cautious—especially those who've seen several young stars fade away into oblivion after a quick rise.
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'It's too early in his career trajectory," said Harsh Talikoti, senior vice president at Houlihan Lokey, who advises companies and talent on brand valuation. 'This is his first season. He came into the limelight only recently and there have been some one-season wonders in the past. It's hard to assign a brand value at this point."
There are also legal and personal considerations. As a minor, Suryavanshi's ability to enter into commercial agreements may even be restricted by contractual regulations and perhaps even by his own priorities.
'Whether he wants to monetize his brand now or focus on sport will be a personal and strategic decision," Talikoti added. 'Virat Kohli, for instance, was 17 or 18 when he signed a five-year deal with Nike. There have been very few such long-term contracts signed this early in a player's career in India."
Globally, the landscape is shifting though. In the US, college athletes have begun capitalizing on their 'name, image and likeness" rights—a legal framework that allows them to earn from endorsements, while retaining control over their personal brand.
While such deals remain rare in India, Talikoti does not rule out their emergence, especially in a sport like cricket where young talent is increasingly thrust into the spotlight. 'I'm pretty sure he will sign with an athleisure or sportswear brand," he added.
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Brand specialist Sandeep Goyal, chairperson of advertising agency Rediffusion, is more circumspect. 'Fame is very fragile; Vaibhav needs to make haste slowly," he said. 'He has potentially a 25-year runway ahead of him. There should be no rush to sign up brands. There will be lots of opportunities. Cricket and commerce together could harm his nascent career."
A report from global investment bank Houlihan Lokey, titled
IPL Valuation Study 2024
, had assessed the Indian Premier League's performance last season both as a business entity and a brand. According to the study, the IPL's overall business reached $16.4 billion (approximately
₹
1.35 trillion) in 2024, reflecting a 6.5% growth compared to the previous year. IPL's standalone brand value also saw a similar rise of 6.3% in 2024, reaching $3.4 billion.
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