Some cricketers possess an unmistakable presence when they walk out to bat. Vivian Richards of the West Indies was one. He swaggered, smiled, oozed confidence and menace, chewed gum and eschewed a helmet in favor of a cap. His style of entrance may have set a precedent for others to build their own individual brands as cricketers in an era of universal television coverage. 

Chris Gayle, another West Indian, the self-styled “Universe Boss,” was one who did that across all formats. An imposing presence as soon as he stepped onto the cricket field, Gayle took to the T20 format very quickly, establishing himself as a free-scoring, aggressive batter to be feared. He also proved himself at Test level, capable of batting at length. In 2010, he batted almost 10 hours in scoring 333 against Sri Lanka, becoming only the fourth batsman to score two Test triples. Both Gayle and Richards now live out of the limelight, their cricketing reputations intact.

In previous eras, the great and charismatic players of the time did not have the media exposure that is available to current players. In the immediate years after 1945, Denis Compton of England and Keith Miller of Australia were two players who excited crowds with their charisma, becoming icons at a time of national recovery from war. Compton was one of the first cricketers to be used in consumer advertising, as the face of Brylcreem, a hair cream. 

It is now commonplace for cricketers to endorse consumer products, other than cricket equipment. A number of them have developed their own brand values. An outstanding example of this is Virat Kohli, who has transcended his ability as a cricketer to become an international icon. His decision to retire from Test cricket, announced on Instagram on May 12 to 271 million followers, has sparked a deluge of tributes. These have focussed on his place in the game and his contribution to it, especially to Test cricket, for which he has been an outspoken champion. 

In this respect, it is a disappointment to many that Kohli will not be a part of the Indian team that will play five Tests in England between June 20 and Aug. 4. Neither will his successor as captain, Rohit Sharma, who also announced his retirement from Test cricket on May 7. Both players retired from international T20 cricket after India won the T20 World Cup in June 2024, under Sharma’s captaincy. The two were different in both batting and leadership styles but have been instrumental in guiding India to recent trophy success.

Sharma retires with 4,301 runs in 67 Test matches, averaging 40.57. His recent form has been poor, having made only one 50 in 15 innings since his last Test hundred against England in Dharamsala in March 2024. Sharma was captain in 2024, when India was surprisingly beaten 3-0 at home by New Zealand and 3-1 away by Australia, where he sat out the decisive fifth Test in Sydney. In the same series, Kohli, although scoring a hundred in the first Test, endured a dip in form. His frustrations at what appeared to be waning abilities surfaced in an unseemly incident during the fourth Test at Melbourne. 

At the end of the tenth over of Australia’s innings, 19-year-old debutant, Sam Konstas, walked toward his opening partner at the non-striker’s end. He was looking at his gloves, when Kohli, who was walking in the opposite direction from his fielding position, made shoulder contact with Konstas. Commentators remarked that Kohli had walked one whole pitch over to his right and appeared to have instigated the confrontation.

Kohli was sanctioned for a breach of conduct and fined 20 percent of his match fees, which he accepted. Perhaps the act was that of an aging lion attempting to curb a rising cub, of whose talent he was envious. Kohli’s cricketing persona has been one of aggressiveness, intensity, always eager to join the fray and whip up his team to greater heights, more in the manner of soccer than cricket.

This has not endeared him to opposition supporters. I have witnessed and heard comments by English supporters that have been uncomplimentary — not that Kohli has been afraid to take on opposition supporters with words and provocative gestures. There has always been a sense that he has escaped censure for transgressions and acts for which others would have received punishment.

On the field, whether fielding, captaining or batting, Kohli’s presence and actions were ones that demanded attention. His passion for Test cricket shone through, as evidenced in his retirement statement in which he said, “I’ve given it everything I had, and it’s given me back so much more than I could’ve hoped for. I’ll always look back at my Test career with a smile.”

In it, Kohli scored 9,230 runs in 123 Tests to stand fourth in India’s all-time list of Test run-scorers after Tendulkar, Dravid and Gavaskar. He also captained India in 68 of his Tests, winning 40 of them, which makes him the country’s most successful leader in the format. Such a record is a reflection not only of his hunger for runs, but his desire to win and for those around him to strive for excellence. His own commitment to physical fitness has become legendary and aspirational for young Indians, who seek to emulate his appearance.

It is not clear if there was any single reason for Kohli’s decision to retire. One consideration is form. The Test hundred in Australia last November was his first in 15 innings in the previous 16 months. In Australia, he scored 190 runs in nine innings, averaging just 23.75, which compares with a final Test average of 46.85. Since January 2020, he has averaged 30.72, scoring only three centuries in 39 Tests. Another consideration was the curbing, by the national board, of the size and composition of the support groups for players while on tour. One factor that does not seem to have been widely discussed is the impact of Sharma’s retirement.

Of course, Kohli has not slipped into the shadows. In IPL 2025, he has scored more than 500 runs and he still wishes to play ODI cricket for India. His retirement appears to be a carefully managed process. Off the field, his brand value and product endorsement strategy has been carefully curated to mirror his fitness-oriented lifestyle, fashion sense, family orientation and appeal across the whole Indian demographic. Kohli has also invested in a number of start-up ventures to ensure exposure outside of mainstream advertising. Unlike other famous cricketers, he will not be living quietly in retirement. 

There is little doubt that Virat Kohli has an aura about him on and off the pitch. He leaves a huge gap in the Test arena and there is a worry that his advocacy of it may not be continued by his successors. Kohli has said that, “There’s something deeply personal about playing in whites. The quiet grind, the long days, the small moments that no-one sees but that stay with you forever.” Self-reflection is not a characteristic that springs immediately to mind about Kohli, who admits that the journey has “tested me, shaped me and taught me lessons I’ll carry for life.” He leaves an indelible mark on both Indian and global cricket in which his stature was invariably imperial, not just when going out to bat.