Indian cricket captain Virat Kohli signs 100 crore deal with Puma

Indian cricket team captain Virat Kohli has become the first sportsperson in the country to sign a Rs 100-crore endorsement deal with a single brand.

Kohli has inked an eight-year deal with sports lifestyle brand Puma worth about Rs 110 crore. Kohli has now joined the likes of Jamaican sprinters Usain Bolt and Asafa Powell, and footballers Thierry Henry and Oliver Giroud - among others - as a global ambassador for the brand.

"It's a privilege to be part of a great list of athletes that Puma has. Not just today's icons like Usain Bolt but also the brand's rich history with Pele, Maradona, Thierry Henry and others," Kohli told the Times of India.

"Both Puma and I are committed to a long-term partnership. I am impressed by the way Puma has gained popularity and market leadership in India in a short period of time," he added.

Kohli will work with the German company to launch a signature line of sports lifestyle products with a special logo and brand identity.

"Virat has transformed the way fitness is looked at in Indian cricket. He has emphasized the role of an athlete and reshaping cricket in the millennial culture, thus endorsing our brand ethos. He is a youth icon with an effortless style," Puma India MD Abhishek Ganguly said.

Puma is expected to work with Kohli in markets like UK, Australia, South Africa and the Middle East and 'wherever Cricket is relevant.'