Shubman Gill’s tons make him the talking point for brands

When Shubman Gill walked out to declare India’s innings recently, it wasn’t his batting that grabbed headlines. Instead, it was his choice of vest. The newly minted Test captain was seen wearing a Nike innerwear top — not the official Adidas jersey. And with that, a full-blown conversation around branding, contracts, and cricketing image unfolded

Gill has made headlines with his stellar knock during the ongoing Test series in England.

Adidas, which holds exclusive rights to the Indian team’s kits and pays Rs 75 lakh per match, might not take this lightly. While athleisure aren’t official jerseys, BCCI player contracts reportedly don’t allow visible brand conflicts. And given that Gill is a Nike brand ambassador, eyebrows were bound to be raised. This episode even reminds many of the time Sourav Ganguly was fined for wearing a Puma headband under a Nike helmet.

But beneath the fabric fuss lies a far more valuable conversation: Gill’s skyrocketing brand worth. Just after the jersey controversy, Gill has secured a brand-new endorsement deal with Oakley, stepping into the spotlight as the face of its latest futuristic campaign, Artifacts from the Future.

At just 25, his brand roster is solid. He has collaborated with Nike, Dior, JBL, Gillette, CEAT, BharatPe, MRF, Prime Video India, Tinder India, and Flipkart, among others. His estimated endorsement earnings hover around ?10–12 crore annually.

Shubman Gill is sitting on an estimated net worth of ?32–50 crore, or roughly $4–6 million, according to Sports Dunia. A significant chunk comes from his Grade A BCCI central contract, which fetches him ?5–7 crore annually, excluding match fees of ?15 lakh per Test, ?6 lakh per ODI, and ?3 lakh per T20I.

His earnings spiked further after he was named captain of Gujarat Titans. For the 2025 season, Gill is earning ?16.5 crore from the IPL alone, a figure that reflects not just cricketing ability but leadership value. The franchise itself carries a brand worth of ?1,185 crore, and Gill’s image is increasingly intertwined with that value.

Speaking to exchange4media, Gopa Menon, COO & Co-founder, TheBlurr, noted, “As Test captain, successful leadership will further enhance his appeal as a dependable and strategic leader. Having a global appeal beyond just the Indian subcontinent, potentially through standout performances, can attract international brands. With continued stellar performances, particularly leading India to significant wins, Gill absolutely has the potential to secure marquee endorsement deals in the ?7 crore+ range.”

Menon pointed out several factors in Gill’s favour. He said Gill has youth on his side, is a multi-format player, and now leads an IPL franchise. His elegant batting style and generally clean image appeal to a broad audience. He added that Gill’s appointment as India’s Test captain significantly boosts his perception as a leader. However, Menon added a note of realism. “Gill needs to sustain his on-field excellence, win major tournaments for India, and develop a more defined public persona that goes beyond just being a talented cricketer. While Gill will certainly be among the top cricketers in terms of brand value, reaching the stratospheric levels of Kohli and Dhoni within 3–5 years requires an exceptional, sustained run of match-winning performances and potentially a major ICC trophy win under his leadership. He has the potential, but the 'legacy' aspect takes time and sustained achievement.”

Gill’s numbers on social media are no less impressive. He commands a following of 16.6 million on Instagram, where his content draws an average of 1.2 million likes and 6.6K comments per post. His reels alone average 7.5 million views and an estimated reach of 7 million, resulting in an enviable engagement rate of 7.48%. His paid partnerships reflect similar success. While his branded image posts have a 0.94% engagement rate, his 18 branded reels boast a higher 0.96% rate and a strong 16.63% view rate.

His audience is predominantly male (82.28%), with 95.09% based in India and a majority aged between 25 and 34. His audience credibility stands at a solid 80.79%, making him highly bankable in advertiser terms. On X (formerly Twitter), he has a smaller following of 419K, but even there his engagement is healthy, averaging 25.7K likes and 730 retweets per post with a 6.32% engagement rate.

Sandeep Goyal, Managing Director at Rediffusion, told exchange4media, “Shubman is headed in the right direction with high scores on sexy and stylish — quite in the Virat Kohli mode. His asking price has already climbed to ?7 crore. So there is no doubt that he has arrived — and arrived in style. Being a looker also helps — brands put a premium on brawn.”

But brand building in today’s creator-led economy needs more than just appearances. Sankalp Samant, Cofounder of Idiotic Media,said, “Gill’s got the skill, the youth, and the elegance — but to hit Kohli–Dhoni levels, he needs more than numbers. He needs moments, stories, and a narrative that sticks beyond cricket and Instagram.”

Samant also pointed out the emotional storytelling that turns an athlete into a household name. When asked whether having a partner could impact Gill’s brand story, he said, “If handled well, yes — but it reshapes more than it enhances. It makes the athlete more relatable, softens their image, and unlocks couple-branding opportunities. We’ve seen how Virat-Anushka built a power narrative, how Dhoni-Sakshi added a ‘family man’ dimension.”

He added, “For someone like Gill, currently packaged as a charming, focused Gen Z athlete — a relationship could round off his public persona, provided it’s kept dignified and aligned to his brand story. So no, it isn’t necessary.

But if done right, it could evolve him from ‘stylish prodigy’ to ‘icon with a life people want to watch’.” So, while the Nike innerwear may have caused a ripple, it barely scratches the surface of the brand machine Gill is steadily becoming. From millions of followers to crore-plus campaigns, he is India’s next big endorsement magnet in the making.