Sooryavanshi’s catch! Brands set tight field as endorsement race heats up after IPL breakout

Synopsis

The spotlight shines brightly on young cricketer Vaibhav Sooryavanshi, who is rapidly becoming a sought-after name in the sports world. Corporations are eager to collaborate with him, recognizing the potential for lucrative endorsements. His outstanding gameplay has significantly increased his worth, reaching over one crore rupees per agreement.

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New Delhi | Mumbai: At least half a dozen top brands are lined up, cheque book in hand, to sign Indian Premier League’s 15-year-old batting prodigy Vaibhav Sooryavanshi, said executives directly aware of developments. These include sports drink, cricket bat, nutrition, and high-performance footwear labels, they said.

Although he wasn’t part of either of the two finalists—Royal Challengers Bengaluru beat Gujarat Titans on Sunday—the Rajasthan Royals player has captured hearts with his bravura performance as the league’s highest run-scorer.A

Also Read: Vaibhav Sooryavanshi named Emerging Player of IPL 2026 tournament

“Brands are queuing to sign him for first-mover advantage—he has a long career ahead of him—and the other reason is that there is a sort of vacuum among bankable Indian cricketers at the moment, with some big names failing to perform,” said one of the executives cited. “Also, what is important to note is that, unlike previously, when deals were for 3–5 years, brand owners now only want to lock in 2–3-year associations. That way, depending on the form of the sportsperson, brands have the option of not renewing contracts.”

Beyond endorsement fees, the bigger story is about how his brand is being carefully built, industry executives said.

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After winning the Orange Cap and Most Valuable Player (MVP) award with 776 runs in 16 matches at a strike rate of 237.30, Sooryavanshi has already entered the premium endorsement league, with his commercial value crossing ₹1 crore per deal.

IPL team may take measured approach

Rajasthan Royals, which is helping Sooryavanshi’s family manage his growing profile, is expected to take a measured approach.

The reason is simple: at 15, Sooryavanshi is still at the beginning of his journey, both as a cricketer and as a brand. Early endorsements are likely to focus on age-appropriate categories that align with his story and personality. As IPL Super Striker of the Season, he won a Tata Sierra, which he can’t drive until he’s 18.

Sooryavanshi currently endorses Zydus Wellness’ health drink Complan. He also featured in an ad campaign for digital wallet and payment service Google Pay.

“His fees, at about ₹50 lakh per deal, may increase to the Rs 1 crore-plus league, but that will depend on the negotiations and how much exposure his family wants to give him, considering he is just 15,” said the marketing chief of one of the brands in discussions with the cricketer’s family.

Top-ranked brand endorsers who have not done well this season include Hardik Pandya and Rishabh Pant, captains of Mumbai Indians and Lucknow Super Giants, respectively, neither of which have done well this year. Team managements are said to be looking for replacement skippers, according to industry executives.

On the other hand, Sooryavanshi, with his rapid rise and form has turned out to be a top draw.

“We would be keen to represent him, but as of now, from what we have learnt, his business deals will continue to be within the team fold,” the chief executive of a leading sports talent management company said.

Rajasthan Royals didn’t respond to queries. “Vaibhav Sooryavanshi has emerged as one of the most exciting young faces in Indian cricket at a time when other iconic cricketers are entering the twilight of their careers,” said Melroy Dsouza, COO, PMG Sports. “Brands will naturally want to associate with him, but Rajasthan Royals will be selective about the kind of endorsements he takes up.” Given his age, several categories, including automobiles and other adult-oriented segments, remain out of reach for now. That makes the choice of partnerships especially important.

Youth-centric positioning

His partnerships with brands such as Complan and Google Pay signal a focus on relatable, youth-centric positioning rather than aggressive commercialisation.

“Vaibhav represents a natural, contemporary expression of the iconic Complan Boy,” said Arijit Sengupta, CMO, Zydus Wellness. “Both the brand and his journey share a common belief that growth is built over time with the right support.”

Marketing experts said Sooryavanshi’s appeal goes beyond cricketing success. “IPL 2026 numbers tell a story that transcends cricket,” said Vinit Karnik, MD, content, entertainment and sports, WPP Media South Asia. “For brands, anomalies become cultural moments, and cultural moments become commercial opportunities.”

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