Exclusive: Virat Kohli set to part ways with Puma after 8-year deal

In a stunning development in the world of sports endorsements, sources close to Indian cricket icon Virat Kohli have revealed that he is on the verge of terminating his long-standing partnership with Puma India. The news comes as a surprise to many, given Kohli's prominent association with the brand over the past eight years.

Virat Kohli's association with Puma began with a landmark deal valued at a whopping ₹110 crores back in 2017, marking one of the most significant endorsements in Indian sports history. Under Kohli's stewardship as brand ambassador, Puma India soared to become the nation's leading sports and athleisure brand, enjoying unprecedented growth and market dominance.

The cricketing maestro is reportedly poised to transition to a new role as the face of Agilitas Sports Pvt Ltd, a burgeoning player in the sports industry. Kohli is expected to not only endorse the brand but also hold a stake in the company, signaling a significant shift in his professional commitments.

Agilitas Sports Pvt Ltd, founded by former Puma India Managing Director Abhishek Ganguly in May 2023, has rapidly emerged as a formidable contender in sports footwear manufacturing. The company's recent feat of securing a substantial 100 crore funding from Nexus Venture in December 2023 underscores its influence in the market.

Commenting on the floating news around PUMA ambassador and ace cricketer Virat Kohli, Karthik Balagopalan, Managing Director of PUMA India said, “PUMA’s relationship with Virat Kohli is long-standing and continues.”