After eight successful years, Indian cricket superstar Virat Kohli and global sportswear giant Puma have officially concluded their landmark endorsement deal. Signed in 2017, the contract was worth ₹110 crore, making it one of the biggest athlete-brand partnerships in Indian sports history. The end of this collaboration marks a significant moment in the country’s sports marketing landscape, as Kohli’s association with Puma played a key role in redefining the commercial value of Indian athletes on the global stage.

At the time of signing, Virat Kohli deal with Puma was groundbreaking. It was the first time an Indian sportsperson had inked a ₹100 crore agreement with a single brand. The deal placed him in elite global company, alongside athletes like Usain Bolt and Thierry Henry, who also represented Puma internationally. Throughout the partnership, Kohli became the face of Puma in India, actively promoting its products and brand values through various campaigns, social media engagement, and on-ground initiatives.

With the contract now officially expired, reports suggest that Kohli is preparing to move on to a new venture with Agilitas Sports, a company founded by former Puma India MD Abhishek Ganguly. The new association is expected to go beyond a traditional endorsement, possibly including an equity stake—signaling Kohli’s growing interest in entrepreneurship and long-term brand building.

However, there has been some ambiguity around the nature of the split. While media reports confirmed the end of the eight-year deal, Puma India issued a statement reaffirming its continued relationship with the cricketer, suggesting there may still be scope for future collaborations in some capacity.